ABM for a Global Payroll Software Company

Client: Ramco Systems
Industry: Enterprise SAAS | HR| Payroll Software
Key Product: Global payroll software for Large Enterprises

Ramco-home-image-uai-516x921
Featured Casestudy

Ramco grows marketing-sourced pipeline from 30% to 55%

Summary

Ramco Systems, a global enterprise software company, partnered with Fuego to scale marketing qualified leads for their Payroll and HR modules. Within 10 months, they saw a dramatic increase in marketing contributions to the pipeline from 30% to 55% by combining inbound channels with targeted account-based plays.

Influenced deals through webinars, retargeting, and CXO breakfast meetings

Challenge

Ramco Systems hosted regular webinars, maintained a strong content library, and ran campaigns across multiple geographies. But what they lacked was alignment.
Marketing activities were siloed by product line, buyer journeys weren’t tracked across touchpoints, and attribution was inconsistent.
Despite having a good reach, the pipeline influence was underwhelming, especially for enterprise deals.

Solution

  • Targeted 125 enterprise accounts with customized messaging across webinars, emails, and events.
  • Built HubSpot workflows to segment by buying stage and engagement history.
  • Personalized email copy and CTAs based on past behavior and personas.
  • Organized CXO breakfast meetings and hyper-targeted retargeting ads to accelerate mid-funnel movement.
  • Aligned with sales to surface early buying signals and convert interest into meetings.

Result:

  • Webinar registrations grew 5x in 10 months
  • Marketing-sourced pipeline increased from 30% to 55%
  • Influenced deals in multiple regions and product lines
  • Enabled sales with deep insights on buying committee behavior
  • Built a repeatable blueprint for future ABM execution across teams
ramcoo

“Well-crafted content, detailed workflows, and always-on collaboration, Fuego brought in structure and strategy to our HCM marketing efforts.”

CYNtt
Cynthia Swaroop Rajan
Senior Product Manager, Ramco

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