DS Smith Reframes Its Marketing Strategy with Full-Funnel ABM and Buyer Insight Consulting
Summary
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Challenge: DS Smith needed a way to go beyond traditional lead generation and engage the right accounts with the right messaging.
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Solution: LeadFabric provided deep buyer insights, strategic ABM consulting, and full campaign orchestration - from persona development to content delivery.
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Result: A scalable ABM framework, sharper targeting, and stronger engagement across high-value prospects, resulting in measurable ROI gains.
“LeadFabric has opened our eyes to the possibilities within ABM – showing us what we’re not doing and what we need to focus on.” – DS Smith
As a global packaging leader operating in a competitive B2B environment, DS Smith was no stranger to lead generation tactics. But like many enterprise marketing teams, they began to question whether their traditional approaches were delivering the precision, alignment, and commercial impact required by the business. While inbound leads trickled in, they weren’t always the right ones. What DS Smith needed was a smarter, more strategic way to engage the accounts that mattered most.
They turned to LeadFabric to help redefine their marketing strategy through Account-Based Marketing (ABM) - not as a buzzword, but as a practical, results-driven framework that would align marketing with sales and create meaningful engagement across buying groups.
From Lead Generation to Precision Targeting
The first step was reframing the problem. Rather than simply asking how to generate more leads, DS Smith began asking: Which accounts should we be engaging, and how can we serve them better?
LeadFabric began with deep buyer insight analysis. By working closely with DS Smith to identify key account segments and understanding the personas within them, LeadFabric uncovered pain points and purchase drivers that weren’t being addressed through standard campaigns.
This shift from volume to value was critical. By illuminating blind spots in the buyer journey, LeadFabric helped DS Smith move away from surface-level marketing efforts and toward a more intentional, insight-driven strategy.
“LeadFabric has opened our eyes to the possibilities within ABM – showing us what we’re not doing and what we need to focus on.”
A Full ABM Strategy—From Blueprint to Execution
Once the strategic foundation was in place, LeadFabric led the development of end-to-end ABM orchestration.
Together, the teams built a complete ABM engine:
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Persona creation and buyer group mapping
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Tailored messaging and value propositions
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Content asset development across stages
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Campaign execution and measurement frameworks
Unlike siloed tactics, every piece of the program was designed to work in concert, ensuring that sales and marketing efforts were tightly aligned and focused on the accounts with the greatest revenue potential.
LeadFabric became embedded in the process, providing ongoing feedback and adapting the approach based on data, performance, and team input.
Results That Resonate
With the ABM engine in motion, DS Smith began to see measurable improvement not just in engagement metrics, but in business alignment. By building a sustainable ABM practice, DS Smith positioned itself for long-term growth and better market penetration in high-value verticals.
Looking to pivot from lead generation to high-impact ABM? Contact LeadFabric today to get started.
