client work

Precision at Scale: Designing an ABM Programme for an AI Infrastructure Innovator

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the brief & approach

“With big growth targets and limited resources, we needed an ABM approach that delivered fast. Sally built a clear, strategic programme—funnel-led, persona-driven, and grounded in how our buyers actually think.”
— VP of Rev Ops, ThermaScale

Context

ThermaScale is a cooling-tech scale-up on a mission: enabling data centres to meet the surging demands of AI workloads without breaking infrastructure or sustainability limits. Its waterless liquid cooling solution was technically brilliant — but the company was struggling to connect with the right enterprise buyers, especially in a U.S. market crowded with hyperscale ambition and entrenched vendors.They didn’t just need reach.
They needed relevance.

Start With Strategy. Segment With Purpose

Too often, ABM starts with intent data and ends with a sales list. But great programmes start upstream — with focus, segmentation, and real insight into buying dynamics.The brief was clear:Drive net-new pipeline from U.S.-based cloud platforms building or retrofitting GPU-intensive infrastructure. But instead of blasting the market, we built a layered ABM Lite programme that balanced scale with specificity.At the core was a question:How do we engage the 200 accounts that matter most — with messages that reflect their cooling reality?

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determining abm type

From Ideal Customer Profile to Actionable Clusters

We started by refining the ICP:
Companies spending $10M+ on AI infrastructure, actively deploying H100s or MI300Xs, and operating their own data centres — with critical density or ESG constraints.Then came the breakthrough:
Not all accounts were solving the same problem. So we clustered them by infrastructure maturity:

This unlocked a foundational truth of the programme: same product, different problems.And that meant different plays.“The segmentation changed how we looked at our market. It wasn’t just a list anymore — it was a strategy.”

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operationalising personalisation

Build Once. Personalise Where It Counts.

The challenge with mid-scale ABM is resourcing. You can’t build 200 custom journeys. But you can design for relevance — if you know where to personalise.
We created a modular framework:

Everything mapped back to one idea: meet buyers where their pain is — not where your funnel starts.

multi-threaded activation plan

Activation in the Wild: Making Insight Work

Over the first 90 days, we launched a multi-threaded programme across paid, organic, and SDR-led channels:

As signals emerged, the programme adapted — surfacing Tier 1 accounts for deeper pursuit while warming others through nurture.“It felt like the first time marketing and sales were chasing the same fire — not just leads, but real buying groups.”

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reach, engagement & pipeline

Early Momentum. Real Signals.

After just three months, results were tracking ahead of plan.

And more importantly, we had real insight — not just in CRM dashboards, but in how decision-makers were responding to the plays.

Work Like This Is a Fit When...

You're going after a defined market, but struggling to connect. You need a way to blend scale and depth, strategy and execution — without defaulting to spray-and-pray or hyper-manual 1:1.This is the kind of work I do at Marcoms Consulting: strategy-led ABM and demand programmes rooted in segmentation, buyer insight, and measurable commercial outcomes.“We’d never built a programme like this. It gave us structure, speed, and space to scale. And the results speak for themselves.”