Serrala Embraces Buyer-Centric Growth with LeadFabric’s Full-Funnel ABM Strategy
Summary
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Challenge: Serrala needed to evolve beyond traditional lead generation tactics and align marketing with strategic sales goals using a buyer-centric approach.
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Solution: LeadFabric delivered comprehensive ABM consultancy, including persona development, tailored content, campaign execution, and internal enablement.
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Result: A scalable ABM framework, a trained in-house team, and higher-value engagement with key accounts through targeted campaigns that spoke directly to buyer pain points.
“LeadFabric’s expertise in implementing ABM has been nothing short of transformative for our business.” – Serrala
In a market defined by long sales cycles, multiple decision-makers, and high-value deals, Serrala, a global provider of financial automation and payments software, knew that a volume-based marketing approach was no longer enough. Generating leads was not the issue. Reaching the right accounts, with the right message, at the right time, was.
To achieve that, Serrala needed to fundamentally change the way their marketing organisation thought, planned, and executed. That’s where LeadFabric stepped in.
From Generic Campaigns to Strategic ABM Execution
Serrala recognised that in order to drive meaningful revenue growth, they had to move beyond traditional, one-size-fits-all campaigns. Their internal teams were ready to make the leap to Account-Based Marketing (ABM), but lacked the frameworks, tools, and best practices to do so with confidence.
LeadFabric began by embedding a full ABM methodology into the business. This included:
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Strategic persona development based on real buyer pain points and roles within the purchasing group
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Implementing and configuring ABM tools such as 6sense
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Buyer insights that clarified what customers needed, when they needed it, and how they made decisions
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A clear roadmap for how to align marketing and sales through shared target account strategies
From this foundation, LeadFabric helped Serrala build and launch full-scale ABM campaigns: starting from segmentation and messaging, through to multichannel content assets and campaign orchestration.
“LeadFabric feels like a true extension of our team, working tirelessly alongside us every step of the way.”
This wasn’t a one-off implementation. It was a long-term collaboration. LeadFabric worked alongside Serrala’s internal teams to ensure they were fully enabled, prepared and ready to embrace ABM. Training sessions, workshops, and process templates helped Serrala’s marketing organisation gain fluency in the language and practice of ABM.
Campaigns That Engage and Content That Converts
A key differentiator of the program was content customisation. LeadFabric supported the creation of assets specifically designed for ABM journeys, not broad campaigns. These included:
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Messaging tailored to unique buyer challenges
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Content that mapped to real-world decision journeys across finance and IT personas
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Materials that empowered sales teams to carry conversations forward with context
By anchoring every piece of content in customer insight, the campaigns delivered gained traction.
A Scalable, Buyer-Led Model for Growth
Today, Serrala operates with a fully functional ABM program that scales. Campaigns are aligned with sales priorities. Messaging resonates more deeply with prospects. Internal marketing teams are confident in planning, executing, and optimising ABM strategies without relying entirely on external input.
“LeadFabric’s expertise in implementing ABM has been nothing short of transformative for our business.”
This transformation Serrala accomplished built a more resilient, focused marketing model, one that prioritises the right opportunities, rather than the most visible ones.
Serrala now engages buyers on their terms, with messaging that matters, and systems that scale. And at every step, LeadFabric continues to provide the strategic and executional guidance needed to turn intent into outcomes.
Ready to transition from lead gen to high-impact ABM? Contact LeadFabric to start building your buyer-led growth strategy.
