• Articles
    • Topics
      • ABM Accounting
      • ABM Analysis
      • ABM By All Accounts
      • ABM By The Numbers
      • ABM In Action
      • ABM Measurement
      • ABM Messaging
      • ABM Segmentation Strategies
    • Sections
      • Featured
      • ABM In The News
      • First Hand Accounts
      • Targeting Tools
  • Videos
  • Issues
    • Volume 7
      • Volume 07, Issue 01 – July 2022
    • Volume 6
      • Volume 06, Issue 01 – August 2021
      • Volume 06, Issue 02 – January 2022
    • Volume 5
      • Volume 05, Issue 01 – January 2020
      • Volume 05, Issue 02 – March 2020
      • Volume 05, Issue 03 – July 2020
      • Volume 05, Issue 04 – October 2020
    • Volume 4
      • Volume 04, Issue 01 – March 2019
      • Volume 04, Issue 02 – June 2019
      • Volume 04, Special Issue 01 – August 2019
      • Volume 04, Special Issue 02 – October 2019
      • Volume 04, Issue 03 – December 2019
    • Volume 3
      • Volume 03, Issue 01 – March 2018
      • Volume 03, Issue 02 – June 2018
      • Volume 03, Issue 03 – September 2018
      • Volume 03, Issue 04 – December 2018
    • Volume 2
      • Volume 02, Issue 01 – February 2017
      • Volume 02, Issue 02 – April 2017
      • Volume 02, Issue 03 – June 2017
      • Volume 02, Issue 04 – October 2017
      • Volume 02, Issue 05 – December 2017
    • Volume 1
      • Volume 01, Issue 01 – June 2016
      • Volume 01, Issue 02 – July 2016
      • Volume 01, Issue 03 – September 2016
      • Volume 01, Issue 04 – October 2016
      • Volume 01, Issue 05 – November 2016
      • Volume 01, Issue 06 – December 2016
  • Resources
  • About
    • Advertise
    • Privacy Policy
  • Subscribe
  • COVID-19 Update
    Leading Account Based Marketing Magazine Leading Account Based Marketing Magazine Leading Account Based Marketing Magazine Leading Account Based Marketing Magazine
    • Articles
      • Topics
        • ABM Accounting
        • ABM Analysis
        • ABM By All Accounts
        • ABM By The Numbers
        • ABM In Action
        • ABM Measurement
        • ABM Messaging
        • ABM Segmentation Strategies
      • Sections
        • Featured
        • ABM In The News
        • First Hand Accounts
        • Targeting Tools
    • Videos
    • Issues
      • Volume 7
        • Volume 07, Issue 01 – July 2022
      • Volume 6
        • Volume 06, Issue 01 – August 2021
        • Volume 06, Issue 02 – January 2022
      • Volume 5
        • Volume 05, Issue 01 – January 2020
        • Volume 05, Issue 02 – March 2020
        • Volume 05, Issue 03 – July 2020
        • Volume 05, Issue 04 – October 2020
      • Volume 4
        • Volume 04, Issue 01 – March 2019
        • Volume 04, Issue 02 – June 2019
        • Volume 04, Special Issue 01 – August 2019
        • Volume 04, Special Issue 02 – October 2019
        • Volume 04, Issue 03 – December 2019
      • Volume 3
        • Volume 03, Issue 01 – March 2018
        • Volume 03, Issue 02 – June 2018
        • Volume 03, Issue 03 – September 2018
        • Volume 03, Issue 04 – December 2018
      • Volume 2
        • Volume 02, Issue 01 – February 2017
        • Volume 02, Issue 02 – April 2017
        • Volume 02, Issue 03 – June 2017
        • Volume 02, Issue 04 – October 2017
        • Volume 02, Issue 05 – December 2017
      • Volume 1
        • Volume 01, Issue 01 – June 2016
        • Volume 01, Issue 02 – July 2016
        • Volume 01, Issue 03 – September 2016
        • Volume 01, Issue 04 – October 2016
        • Volume 01, Issue 05 – November 2016
        • Volume 01, Issue 06 – December 2016
    • Resources
    • About
      • Advertise
      • Privacy Policy
    • Subscribe
    • COVID-19 Update

    How LHP Utilized ABM To Close 3 $1M Deals

     How LHP Utilized ABM To Close 3 $1M Deals
    By Kelly Lindenau
     Posted October 26, 2022
     In ABM By The Numbers, Featured
    How LHP Utilized ABM To Close 3 $1M Deals2022-10-262022-10-26http://abminaction.com/wp-content/uploads/ABM_InAction_Logo_White_Orange.pngABM In Actionhttps://abminaction.com/wp-content/uploads/4ba2e9c11522067a8997529637c372f6_xl.jpeg200px200px

    LHP Engineering Solutions is well-established in the automotive space, as its history includes servicing several “big name” companies for more than 20 years. But here’s the caveat: The company traditionally didn’t rely on marketing — they leveraged in-person interactions and direct sales efforts. However, when the Covid-19 pandemic threw a wrench in those traditional methods, LHP knew it needed to innovate its strategies to tap into key audiences and looked toward an ABM strategy for help.

    The Challenge: 

    Megan Verkamp, LHP’s Director of Content Strategy, explained that “historically, we’ve dealt mostly with internal combustion companies for traditional gas vehicles, but as we transitioned into more autonomous and electronic vehicle (EV) startups and mid-level companies, we needed effective ways to reach them.”

    To start building awareness in the EV space, LHP adopted a simple approach to ABM — some paid social, email and display — but the company quickly realized it needed something more robust. In its first stab at ABM, the marketing team relied on a combination of paid social and retargeting through the company website with mixed results and uneven ROI.

    The Solution:

    To gain more visibility into ABM activities — and build more predictable revenue plays — LHP partnered with RollWorks in 2021 with three core strategies in mind:

    • Target and advance accounts in EV space;
    • Reach $1BN+ companies in EV space; and
    • General retargeting.

    The first step for LHP was connecting RollWorks with its CRM, HubSpot.

    “The data has been incredibly useful, from intent topics to who’s playing on our website or engaging with our ads,” explained Verkamp. “We track leads coming from RollWorks weekly. From there, dashboards in HubSpot show us who came in, and we’re able to pass that along to SDRs to follow up.”

    In keeping with their goals, the LHP team primarily focuses on how many leads move down the funnel in a given month or quarter, which is a significant shift for LHP.

    “If we didn’t have the integration, we’d just be tracking vanity metrics like click-through rates, impressions and clicks,” said Verkamp. “Because marketing was never seen as a lead generator until a few years ago, we must show the return for any investment we make. Being able to do that from the connection between RollWorks and HubSpot is fantastic.”

    To encourage better alignment with sales, the marketing team also instituted monthly meetings to share metrics and trends.

    The Results: 

    Since choosing RollWorks as its ABM partner, LHP has increased leads, brand awareness and lead quality tenfold.

    “Since introducing RollWorks over the past 16-18 months, we’ve seen an incremental jump in the quality of leads we’re reaching, as well as the value of those leads,” explained Verkamp. “This year alone we’re already seeing 3X the value of leads year on year.”

    In 2022, the company saw so much ROI with RollWorks that the marketing team decreased Google-direct spend and cut back significantly on LinkedIn and Facebook advertising.

    “We were doing the same thing on LinkedIn but spending 3X as much and not seeing nearly the same results,” added Verkamp. “RollWorks is getting visibility to customers we otherwise wouldn’t for a relatively low cost.”

    The new investment strategy is working. With three recently closed $1 million deals under its belt, the marketing team can confidently attribute these wins to the brand awareness and retargeting plays that RollWorks enables.

    “Partnering with RollWorks has been incredible for our pipeline,” Verkamp explained. “It would never be on that list to cut the budget. We’re putting more into RollWorks because it benefits the business.”

    Recommended Posts
    • Netline Releases Buyer-Level Intent Platform To Help Provide Consolidated Account-Level Views
      Netline Releases Buyer-Level Intent Platform To Help Provide Consolidated Account-Level Views
    • SalesboxAI Leverages First-Party Intent To Help Activate & Fully Manage ABM
      SalesboxAI Leverages First-Party Intent To Help Activate & Fully Manage ABM
    • Merging Lead & Account Funnels For A Unified View
      Merging Lead & Account Funnels For A Unified View

    Get ABM Content In Your Inbox

    Thanks!

    Check your inbox to verify your email address. Please make sure to add our email addresses to your safe senders list and address book:

    [email protected]
    [email protected]
    [email protected]

    Keep Reading
    ABM Accounting
    ABM Analysis
    ABM By All Accounts
    ABM By The Numbers
    ABM In Action
    ABM Measurement
    ABM Messaging
    ABM Segmentation Strategies
    Resources
    Videos
    Library
    Newsletter
    Advertise
    About Us
    Contact Us
    Privacy Policy
    Contact
    Email:
    info [at] ambinaction.com
    Phone:
    1.888.603.3626
    Address:
    777 Terrace Ave, Suite 202
    Hasbrouck Heights, NJ 07604
    Presented by Demand Gen Report
    Copyright © 2022. All Rights Reserved.
    Follow Us On
    • Facebook
    • Twitter
    • LinkedIn
    Emerald Logo
    © 2025 Emerald X, LLC. All Rights Reserved

    ABOUTCAREERSAUTHORIZED SERVICE PROVIDERSYour Privacy ChoicesTERMS OF USEPRIVACY POLICY