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Enterprise marketing. Demand generation. ABM. Campaign design. Creative. Content. Media buying and optimisation. Marketing automation.
Mitsubishi's digital marketing was reaching individuals but not accounts. In complex B2B environments, purchasing decisions are made by committees, technical evaluators, financial gatekeepers, and C-suite sponsors, all operating across the same organisation but rarely reachable through a single contact profile. Traditional remarketing campaigns, built around cookies and individual device IDs, were systematically missing this buying group and directing spend at single contacts while the broader decision-making unit went unengaged.
To compete for enterprise contracts, Mitsubishi needed a strategy that identified and mapped entire buying groups within target accounts, then reached every relevant stakeholder with messaging calibrated to their role. The challenge was not simply one of targeting technology, it required building account-level intelligence from scratch and designing campaign architecture around accounts rather than individuals, at a scale viable for ongoing enterprise demand generation.
Langoor constructed comprehensive profiles of each target enterprise account, identifying all decision-makers, influencers, and budget holders within the buying committee. Research covered organisational structure, industry context, technology pain points, and procurement patterns, producing a composite account view that went well beyond individual contact records and gave the campaign a map of every stakeholder who mattered.
Campaign architecture was rebuilt around accounts rather than individuals. Messaging frameworks were developed for each stakeholder type , technical, financial, and executive, ensuring that every member of the buying committee received content relevant to their role and their stage in the purchase decision. Sequences were designed so that engagement from one stakeholder triggered appropriate follow-up messaging for others within the same account.
Creative assets were tailored to the industry verticals and specific business challenges of each target account. Content was positioned as thought leadership demonstrating Mitsubishi's relevance to the account's context, moving away from generic capability marketing toward material that addressed the actual problems decision-makers at each account were dealing with.
Media strategy shifted to account-based targeting across LinkedIn, programmatic display, and email. Channels were selected for their ability to reach identified stakeholders within each account, and spend was continuously optimised toward the accounts and individuals showing active engagement signals, reducing waste on contacts outside the target buying committee.
End-to-end automation workflows were designed to sustain account nurturing across long B2B sales cycles. Automated sequences ensured no target account went dormant between touchpoints, and engagement data was fed back into account profiles and campaign targeting continuously, creating a self-improving loop that sharpened accuracy over the duration of the engagement.
Langoor's ABM engagement for Mitsubishi produced a measurable shift in enterprise targeting quality, moving the programme from individual-level remarketing to structured account-level engagement.
400+
Enterprise decision-maker profiles built across target accounts
5
Integrated service lines deployed: profiling, creative, content, media, automation
Multi-touch
Nurture cadences running simultaneously across the buying committee
Account-based marketing strategy · Account-level profile generation · Buying committee mapping · Campaign design and architecture · Creative and content development · Media buying and optimisation (LinkedIn, programmatic, email) · Marketing automation · Stakeholder journey design · Demand generation · B2B digital marketing
LinkedIn Campaign Manager · Programmatic display platforms · CRM integration · Marketing automation platform · Intent data tools · Account intelligence tooling · Email marketing automation · Analytics and reporting dashboards
Mitsubishi is a global industrial and technology conglomerate with operations spanning automotive, electronics, heavy industries, energy, and financial services. Headquartered in Tokyo, the Mitsubishi group comprises independently operated companies serving enterprise and government clients across more than 90 countries. B2B sales at Mitsubishi involve complex, multi-stakeholder procurement processes with deal cycles that span months or years, making account-level marketing a critical capability for sustained revenue growth.
This case study is part of Langoor's B2B and ABM practice. See also:
