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ABM 1:Few · Managed cybersecurity

Secure&IT: ABM with BDRs to meet the CIOs and CISOs of large companies

A ten-month ABM campaign combining calls, email nurturing, webinars and a personalised direct mail action to generate meetings that meet BANT criteria.

Secure&ITABM 1:Few · BDRs2025 – 2026

The campaign, in four figures

23leads with a meeting. Almost four times the committed minimum of 6 BANT leads.
207decision-maker conversations. CIOs, CISOs and IT and systems leaders.
1,003qualified decision-makers. Across 1,245 companies with more than 400 employees.
26%direct mail conversion. 5 leads from the 19 selected accounts.
Client
Secure&IT, a cybersecurity and compliance company
Sector
Cybersecurity · managed services
Market
Spain · companies with more than 400 employees
Period
21 April 2025 – 28 February 2026 (150 working days)
Services
ABM strategy · BDRs · email nurturing · webinars and events · direct mail

The challenge

Reaching the security leaders of large accounts

Secure&IT wanted to open conversations about its managed security service with large companies in utilities, transport, healthcare, finance, manufacturing and construction.

These are busy people who receive many proposals. The campaign needed an account-based approach, relevant content for each sector and a team that called with context.

Pilot goals

  • 01Generate leads that meet BANT criteria: budget, authority, need and timing.
  • 02Secure meetings with CIOs and CISOs at the target accounts.
  • 03Keep decision-makers engaged with the brand throughout the campaign.

What we did

ABM 1:Few, from account selection to the meeting

TMR prepared the campaign with Secure&IT during onboarding (goals, segmentation, script, CRM and sector content) and then ran it with a dedicated BDR team.

01 · ACCOUNTS

Selection and segmentation

1,245 companies with more than 400 employees, grouped by sector and size, with the decision-makers at each account identified.

02 · BDRs

Calls with context

10,567 calls to qualify each decision-maker, understand their projects and propose a meeting when there was a fit.

03 · NURTURING

Email by sector

34 sends and 17,182 impressions, with an average open rate of 53–60%, and scoring that shows who reads each email.

04 · CONTENT

Webinars and events

Webinars on threat intelligence and on NIS2, DORA and the AI Act, plus an in-person session in Madrid.

05 · DIRECT MAIL

An action for the most engaged accounts

The 19 accounts with the highest scoring received a backpack, a card with a QR code and a personalised video from Secure&IT's CEO.

Direct mail

A gift and a video for each decision-maker

From the 126 companies with the best scoring, we chose 19 whose decision-makers had opened at least 90% of the emails. Each received a corporate backpack and a personalised card with a QR code.

The QR code led to a video in which Secure&IT's CEO addressed the decision-maker by name. The video was created with artificial intelligence from a digital twin of the CEO, and the card said so.

Result: 5 leads from 19 accounts, a 26% conversion rate.

Corporate backpack sent to the selected decision-makers

Recreation of the card (translated), with recipient details anonymised.

The results

From 1,245 companies to 23 business meetings

In 150 working days, the campaign spoke with 207 decision-makers and generated 23 leads with a meeting, almost four times the minimum of 6 BANT leads committed for the pilot.

By March 2026, 17 of those meetings had taken place and the rest were scheduled or pending for the second and third quarters. Most leads came from retail, manufacturing and construction.

Campaign funnel

Companies1,245
Qualified decision-makers1,003
Conversations207
Leads with a meeting23

Leads by sector

Retail9
Manufacturing5
Construction5
Other4

Other: hospitality (2), healthcare, logistics, professional services and finance. Source: final campaign report (March 2026) and TMR lead tracking.

The approach

Fewer accounts, more relevance

ABM 1:Few lets each group of accounts get its own message. Email scoring shows who to call and when, and direct mail is reserved for accounts that have already shown interest.

Want meetings with the decision-makers at your target accounts?

We design and run ABM campaigns with BDRs, content and direct mail, and measure every step.

Let's talk about your accounts

Transparency notice: the text on this page was produced with the help of artificial intelligence and reviewed by the TMR team (EU Regulation 2024/1689, art. 50).