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Enterprise accounts
targeted
Accounts engaged
Marketing-sourced
pipeline contribution
Increase in
CXO conversations
Ramco had content, webinars, multiple products and global activity. What it didn’t have was a way to turn that activity into account movement.
Enterprise payroll and HCM is not an HR purchase. Payroll leadership owns accuracy and compliance. HR owns workforce impact. IT owns integration and security. Finance owns the business case. Any one of them can stall a deal, and none of them can close it alone.
Marketing was generating engagement from individuals. Nobody could tell which accounts were actually moving, or what sales should do about it.
Activity was spread across products, channels and geographies but never assembled into a single picture of the account.
Buyers were engaging. The organization couldn’t tell what that engagement meant.
An HR director downloading a whitepaper says very little about whether a global payroll deal is progressing.
Without visibility across payroll, HR, IT and finance, engagement from one person looked like account momentum when it usually wasn’t.
The harder question was never “how do we get more engagement?”
It was “what should sales do, and when, once an account starts showing real buying signals?”
Instead of running webinars, email, retargeting and events as separate campaigns, Fuego organized them around a defined universe of enterprise accounts and the specific people inside them who influence a payroll and HCM decision.
Activity did grow—webinar registrations increased 5× over ten months. That was never the objective. The objective was to identify which accounts were becoming more engaged, understand why, and give sales the intelligence to act.
Over 500 enterprise accounts were profiled on employee count, revenue band, technology spend, region and—most usefully—the HR and payroll systems already in place. Knowing which incumbent stack an account was running told us whether Ramco had a credible displacement case before a single email was sent.
Each account was worked as a group, not a contact: global and regional payroll leadership, HR directors and HRIS owners, IT leadership, and finance. HubSpot workflows then segmented accounts by buying stage, persona and engagement history, so passive interest could be separated from real buying signals.
Awareness-stage accounts received webinars on payroll transformation and employee experience. Consideration-stage accounts received analyst validation from Gartner, Everest and NelsonHall alongside recent customer wins—the proof that risk-averse enterprise committees ask for before they will take a meeting.
CXO breakfast sessions then converted digital engagement into senior conversations.
Retargeting ran off account IP and website behavior, keeping priority accounts engaged between touches. When buying-stage signals crossed the agreed threshold, the account moved to sales with the context already attached: who engaged, with what, and what to say next.
Webinar attendance, content engagement, email interaction, website behavior
Buying stage, persona insights, engagement history, intent signals
Personalized outreach, timing, talking points, relevant content
Timely outreach, meetings booked, opportunities created
Multiple campaigns across products & geographies
Fragmented engagement
Disconnected buyer journeys
Limited visibility into accounts
Inconsistent handoff to sales
125 priority accounts with coordinated journey
Connected, cross-channel engagement
Buying-stage intelligence & intent signals
CXO engagement & retargeting reinforcement
Sales visibility & timely action
Well-crafted content, social media posts, emails, webinars and personalized outreach by Fuego Systems helped us increase engagement and improve our marketing-sourced pipeline.
Global Head – Marketing, Ramco Systems
Map the accounts worth pursuing, the people who decide, and what each of them needs to hear.
