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Infosys serves more than 1,200 of the world's largest enterprises, but most of the the company's revenue comes from renewal and growth within a much smaller group: its top 250 global accounts, each generating upwards of $10 billion in revenue. For Infosys, the real risk wasn't visibility at a broad market level; it was consideration. As these accounts continuously evaluated technology and solution providers, Infosys needed to ensure its suite of digital and IT solutions stayed front-of-mind at the exact moment decision-makers were assessing vendors.
The brief Infosys brought to Langoor centered on three specific outcomes: reach and engage both senior IT and business decision-makers within these named accounts, improve the quality of website traffic and buyer engagement coming from those same accounts, and give the Infosys sales team usable, account-level insight into which buyers were engaging and which products or solutions they were interested in. This was not a brand awareness problem, it was a precision targeting and sales-enablement problem, aimed at a finite, high-value universe of named accounts.
Challenge
Approach
1. CXO Profiling and Content Audit
Langoor began by building detailed behavioural and personality profiles of key decision-makers at target accounts, mapping personality traits, DISC-style leadership analysis, career background, strategic priorities, and the specific topics each executive spoke about publicly. This profiling extended to understanding the digital noise around each individual: which platforms they were active on, what topics trended in their commentary, and who they were publicly engaging with.
In parallel, Langoor conducted a content audit across CXOs at Fortune 100 companies, mapping them to their industries and analysing what they talked about and where. The audit found that core content strategy at this level typically leans on blogs, whitepapers, newsletters, articles, in-person events, case studies, videos, infographics, presentations, webinars, research reports, and microsites, with in-person events, webinars, videos, blogs, and case studies leading the pack. This research directly informed which content formats and messaging angles Langoor used to engage Infosys's target buyers.
2. Account-Based Targeting and Personalised Creative
Langoor built a named-account target list spanning multiple industries and geographies, from financial services and healthcare to pharmaceuticals, aviation, and manufacturing, using IP domain mapping to ensure creative could be served precisely to the right organisations. Using a personalisation engine, ad creative was dynamically customised based on account attributes such as IP domain, industry, and revenue band, enabling messages like an automated alert for outdated network infrastructure to be tailored specifically to the account viewing it.
Top-of-funnel campaign creative was built around problem-recognition messaging, addressing common enterprise pain points such as trust in digital transactions, pattern recognition in financial data, machine uptime in manufacturing, and unplanned production downtime, each tied back to a clear call to action under the 'How To Be More' platform. Smart banners were built and tested in parallel, so creative could be swapped or run side-by-side to identify top-performing messaging by account segment.
3. Mapping the B2B Buyer Journey
Langoor mapped the complete enterprise buying journey across four stages, Problem Identification, Solution Exploration, Requirement Understanding, and Partner Finalisation, and identified the specific behaviours associated with each: from online research and whitepaper downloads in the early stages, to RFP creation, virtual demos, and partner solution kit reviews further down the funnel, through to procurement flags and business case finalisation at the close. This journey map shaped both content sequencing and the cadence of account engagement, ensuring Infosys was present with the right message at each distinct decision-making stage.
4. Programmatic Display, Cookie Targeting, and Reporting
The campaign was executed through programmatic display with a minimum viewability guarantee maintained above 52% throughout, supported by cookie-based targeting via a Bluekai integration that allowed Langoor to map a meaningful share of engaged accounts back to known buyers. Langoor built a full reporting suite for the Infosys sales and marketing teams, including a Creative Comparison Report (for demand gen leaders to identify top-performing messaging), a Programs Overview Report, an Account Engagement Report (to understand the effectiveness of display spend by account), and a Sales Insight Report (to help sales prioritise outreach based on real buyer signals).
Outcomes
The campaign delivered measurable engagement and pipeline-relevant data across Infosys's top 250 target accounts, with particularly strong performance from accounts like Cisco, PwC, and UBS.
- A total of 1,542,128 impressions were served, with 92% of the goal impression volume delivered across content types at a CTR of 0.08%.
- Reached approximately 62% of target accounts with impressions and engaged approximately 43% of target accounts at a CTR of 0.06%.
- 43% of accounts engaged through the cookie targeting program, with 56 of those accounts successfully mapped to known buyers following the Bluekai integration.
- 7,009 visits were tracked across Infosys's digital properties from 5,303 unique visitors, with ABM accounts contributing 18,729 page views and 1,004 downloads.
- Engagement nearly doubled quarter-on-quarter, growing from 631 engagements in Q3 FY2019 to 1,429 in Q4 FY2019, with Cisco recording the highest engagement, followed by UBS and PwC.
- The United States generated the highest volume of traffic, followed by the United Kingdom and Switzerland, confirming the campaign's effectiveness in reaching Infosys's core enterprise markets.
- Minimum viewability remained above 52% for the duration of the campaign, ensuring media spend translated into genuine attention from target accounts rather than wasted impressions.
Services Delivered
Account-Based Marketing (ABM) strategy · CXO profiling and behavioural analysis · Content audit and competitive research · Personalised creative development · Dynamic ad personalisation · Buyer journey mapping · Programmatic display advertising · Cookie-based audience targeting (Bluekai) · Account engagement reporting · Sales insight and lead intelligence reporting · Campaign performance analytics
Technologies & Platforms
Programmatic display platforms · Bluekai (cookie and audience data integration) · Dynamic creative personalization tools · IP domain mapping and account identification · Campaign analytics and reporting dashboards · Smart banner / dynamic ad serving technology
About Infosys
Infosys is a global leader in next-generation digital services and consulting, headquartered in Bengaluru, India. The company partners with more than 1,200 of the world's largest enterprises across financial services, healthcare, manufacturing, retail, and technology to help them navigate their digital transformation. Infosys's top global accounts, representing over $10 billion in annual revenue, make up the core of the company's renewal and growth strategy, making sustained brand and solution consideration within this account base a board-level priority.
Related Work
This case study is part of Langoor's enterprise Account-Based Marketing practice. See also:
- Lenovo ISG - ABM & Marketing Automation: https://www.langoor.com/work/lenovo
- Cisco: Demand Generation: https://www.langoor.com/works/cisco
- Adobe: ABM: https://www.langoor.com/works/adobe-abm
- TCS: ABM: https://www.langoor.com/works/tcs-abm
- Intuit: ABM: https://www.langoor.com/works/intuit-abm
- LogMeIn: ABM: https://www.langoor.com/works/logmein-abm