Turning ABM + BANT into Pipeline: $3M in 60 Days and an 11x ROI
Posted on: September 16th, 2025
When an enterprise IT client asked Merit Mile to accelerate demand within a narrow list of priority accounts, we combined Account-Based Marketing with disciplined BANT qualification—Budget, Authority, Needs, and Timeline. The mandate was clear: build qualified pipeline fast without sacrificing fit or forecast accuracy. That meant tight sales-marketing alignment, rigorous audience definition, and message-market fit at the buying-role level.
We began by refining the ideal customer profile, tiering target accounts, and activating intent data so outreach landed when signals were strongest. Creative and content were built persona-first—technical, economic, and executive stakeholders each received tailored value propositions—then A/B tested to sharpen response and meeting rates. A coordinated channel mix across targeted paid media, email, and sales outreach created surround-sound coverage, while enablement materials (talk tracks, one-pagers, cadences) equipped sellers to follow through. Every opportunity that engaged was routed through BANT to confirm budget, decision authority, business need, and timing, ensuring teams focused on sales-ready demand. Measurement centered on pipeline creation and ROI, with weekly reviews to reallocate spend, update creative, and tighten targeting as data came in.
In 60 days, the program generated $3 million in new pipeline and delivered an 11x ROI. It worked because we prioritized precision over volume, used role-specific relevance to improve engagement quality, and enforced a tight MQL-to-SQL handoff so sales concentrated on the right opportunities at the right time.
Whether you’re breaking into a new segment or expanding within existing accounts, the ABM + BANT combination offers a repeatable framework for building predictable, qualified pipeline—quickly. If you’d like to explore how this model maps to your accounts and sales motion, we can design a demand-gen plan tailored to your goals.