How an Account-Based Marketing Campaign Drove Growth for J.P. Morgan Payments

With ABM, the stakes are high. By targeting a small group of high-value accounts, you can drastically increase your revenue—but you need a smart, insights-driven strategy to make it work. We began our engagement with the JPMP Healthcare team, piloting an ABM initiative to build awareness and generate qualified leads for key accounts like CVS, McKesson, and Cencora.

For these three enterprise healthcare accounts, buying decisions weren’t made by a single CFO but by a committee spanning finance, IT, customer success, operations, and more. To reach them, we built four connected deliverables: a discovery report on buyer personas and account selection, a campaign strategy with account-specific messaging and creative, a distribution guide covering paid media and email automations, and a Sales Navigator toolkit so the JPMP sales team could act on engagement data the moment it came back.

Healthcare ABM Pilot — Performance

• 0.54% CTR on LinkedIn paid media, 54% better than Merkle’s 0.35% B2B benchmark
• 3 qualified leads at target accounts, more than all previous Healthcare team campaigns combined
• Each qualified lead represented millions in opportunity value
• Job-function engagement data across all three accounts, revealing which roles (Finance at McKesson, Customer Success at Cencora, and others) were most worth the sales team’s follow-up

While modest on the surface, the lead number matters. Previous campaigns at even higher spend had not produced any marketing-sourced leads for the team. It’s a good reminder that lead values vary widely from one organization to the next.

After the Healthcare pilot, the Trade & Working Capital team came to us needing to reach procurement, treasury, and operations decision-makers at five Fortune 50 accounts. We extended the model into a content-led sales enablement system: a unified messaging strategy, account-specific whitepapers and eBooks, a dedicated landing page, a new pitch deck, and LinkedIn and email templates the T&WC sales team could use directly with buyers. The focus shifted from paid-media testing to arming the sales team with deeply specific content that could carry a relationship from cold outreach through to a closed deal.

Beyond ABM campaigns, JPMP’s Commercial & Investment Bank division also tapped our team to create a wealth of content to support sales conversations for multiple products across multiple audiences. This content spanned a variety of mediums, including, one-pagers, demos, templates, video, white papers, and an interactive microsite. With these storytelling tools, we’ve empowered their team to better connect with decision-makers and position JPMP as the right solution.

Working as an extension of JPMP’s marketing and sales teams, we turned a one-off pilot into a scalable system, one that closed a perception gap, generated the team’s first marketing-sourced leads, and became the template other teams inside JPMP started asking for by name.

Talk to us about your own ABM program.

Note: Due to client data destruction policies, campaign creative is not reproduced here.

Frequently asked questions

What is this an example of?

This is an account-based marketing campaign example for enterprise financial services. It covers a paid media pilot with measurable results (the Healthcare team) and a content-led sales enablement system (the Trade & Working Capital team).

What were the measured results?

The Healthcare pilot delivered a 0.54% CTR on LinkedIn paid media, 54% above Merkle’s 0.35% B2B benchmark, and generated three qualified leads at target accounts — more than the team’s previous campaigns had produced combined.