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Enterprise marketing. Demand generation. ABM. Campaign design. Creative. Content. Media buying and optimisation. Marketing automation.
LogMeIn's lead pipeline was long, diluted, and converting at a rate that did not justify the volume of marketing spend being directed at it. Broad demand generation was producing leads in quantity but not in quality, the accounts entering the funnel were not the high-value, in-market buyers the sales team needed to hit pipeline targets. Marketing and sales were operating from different account lists and different definitions of what a good lead looked like, which compounded the conversion problem at every stage of the funnel.
An initial ABM effort had been launched to address this, but the approach was too broad to be effective. The account list was unsustainable in size, targeting lacked the precision that intent data could provide, and the organisational alignment between sales and marketing that ABM requires as a foundation had not been established. LogMeIn needed a reset: a refined account list, a smarter targeting methodology, and a cross-functional operating model that would hold both sales and marketing accountable for shared pipeline outcomes.
Langoor refined LogMeIn's initial account list down to 400 high-value target accounts selected on the basis of revenue potential, in-market signals, and strategic fit. The curation process itself was a departure from the previous approach rather than starting with a large list and hoping volume would compensate for targeting imprecision, the programme started from the question of which accounts LogMeIn genuinely had the best chance of winning and why.
Bombora, Demandbase, and DiscoverOrg intent data were deployed to identify which of the 400 curated accounts were actively researching solutions in LogMeIn's categories at any given time. This transformed targeting from a static account list into a dynamic prioritisation engine, allocating budget and sales attention toward the accounts most likely to be in an active buying cycle, and pulling back from those showing low intent signals.
A structured multi-touch nurture sequence was designed to deepen engagement across the 400 target accounts over time. The cadence ensured that accounts were not just reached once but sustained in a state of active engagement — with touchpoint timing, channel selection, and content sequencing calibrated to the intent signals each account was producing at each stage of the buyer journey.
Langoor established an ABM Tiger Team, a cross-functional unit bringing together sales and marketing leadership around shared account lists, shared pipeline metrics, and shared accountability for outcomes. The Tiger Team met regularly to review account progress, assess intent signal changes, and align on which accounts warranted escalated sales attention versus continued nurture. This structural intervention was as important as any campaign tactic in delivering the programme's results.
The programme was built to evolve. Phase 1 (2017) established the core technology stack, tested predictive versus non-predictive targeting approaches, and secured broad sales buy-in. Phase 2 (2018) refined the strategy using data from Phase 1, narrowing the account list to 400, making intent data the primary targeting driver, and formalising the Tiger Team structure. This iterative approach compounded learning across both phases and produced substantially better results than a single-launch model would have.
Langoor's two-phase ABM programme for LogMeIn produced industry-leading account penetration rates and transformed the company's pipeline quality and deal economics.
71%
Account penetration across the 400 curated high-value target accounts
17%
Account-to-opportunity conversion rate from ABM-targeted accounts
20%
Of total company pipeline attributed to the ABM programme
ABM strategy design · Account curation and list refinement · Intent-based targeting (Bombora, Demandbase, DiscoverOrg) · Multi-touch nurture cadence design · ABM Tiger Team facilitation · Sales and marketing alignment · Marketing automation · Predictive targeting modelling · Pipeline attribution · CRM integration (Salesforce) · Campaign analytics
Bombora · Demandbase · DiscoverOrg · Salesforce CRM · Predictive targeting models · Marketing automation platform · LinkedIn Campaign Manager · Programmatic display platforms · Email marketing automation · ABM analytics and reporting .
LogMeIn (now GoTo) is a global SaaS company providing remote access, IT management, and collaboration technology to millions of users and businesses worldwide. Headquartered in Boston, LogMeIn serves organisations ranging from SMBs to Fortune 500 enterprises across more than 180 countries. The company's product portfolio which includes GoTo Meeting, GoTo Webinar, LastPass, and Rescue competes in a market that includes TeamViewer, Zoom, and Microsoft Teams. LogMeIn rebranded as GoTo in 2022 following a merger with Citrix's GoTo business.
This case study is part of Langoor's B2B and ABM practice. See also:
