• Ramco’s business growth over the past few years triggered a shift in focus from serving mid-market to larger enterprises
  
  
• With longer sales cycles and larger buying committees to contend with, the company began moving away from search advertising to an account-based marketing (ABM) strategy on LinkedIn

Leveraging LinkedIn’s precise targeting capabilities, Ramco adopted a two-pronged approach:

• 1-to-many mass marketing to build brand salience among prospective accounts with low-to-no buying intent. This lays the groundwork for future sales opportunities
  
  
• 1-to-1 and 1-to-few targeted marketing to drive pipeline velocity and increase conversion ratio among high-intent and high-value accounts