GrayMatter

Omnichannel ABM, LinkedIn, automation & SEO demand engine.

Year

2024

Sector

Enterprise BI & Analytics

Outcome

+40% leads · 2× pipeline

Channels

ABM · LinkedIn · SEO · MA

Gray Matter is a distinguished business intelligence, analytics, big data, and data science specialist serving a global clientele across industries. The company began with enterprise-wide BI implementations using open-source technologies and has since broadened its portfolio toward industry-specific analytics solutions and digital-transformation products, with a suite that spans airport, retail, car-park, airline, and finance-function platforms.

Operating at the enterprise end of the market, Gray Matter's services and products carry ticket sizes starting from a few million dollars per annum, with the United States and United Kingdom as primary target markets. Engaging organisations of this size, and earning the trust required to win them, demanded a more deliberate, multi-channel marketing approach than the company had previously employed.

Client Brief

Gray Matter approached us to solve a high-stakes lead-generation problem: starting meaningful conversations with large enterprises and moving them toward deals worth millions per year. Given the ticket size and the scale of target companies, both initiating contact and closing were inherently difficult, as prospects required organisation-wide change and a high degree of trust before committing.

Compounding this, the company lacked a unified omnichannel approach — running only sporadic email marketing and LinkedIn ads — and struggled to convert leads even once generated. The brief was to build a coordinated, account-focused engine that could generate qualified enterprise leads, warm prospects effectively, and support the sales team through long, complex buying cycles.

Campaign & Funnel Experience Strategy

We designed an integrated omnichannel funnel that surrounded high-value accounts with consistent, reinforcing touchpoints rather than isolated tactics. AI-powered account-based marketing (ABM) executed against intent databases was paired with personalised LinkedIn outreach and purpose-built content, so the right decision-makers encountered relevant messaging at each stage of a long enterprise journey.

LinkedIn ads targeting intent databases and remarketing audiences ran in support of the email and ABM motions, keeping Gray Matter visible to prospects as they moved toward a decision. The experience was deliberately layered — outreach, content, and paid touchpoints working together — to build familiarity and trust ahead of the organisation-wide commitment these deals require.

The Idea Behind the Strategy

The guiding idea was that million-dollar enterprise deals are won through orchestrated trust-building, not volume. By focusing on a defined set of high-intent accounts and warming them across multiple channels, ABM was used to raise both lead quality and the effective ticket size, ensuring sales conversations began with prospects already primed to engage.

The second principle was durable, compounding demand. Alongside account-based motions, SEO was treated as a long-term asset that would generate organic enquiries over time, reducing dependence on any single channel and giving Gray Matter a self-sustaining source of qualified interest beyond direct outreach.

Technical & Martech Architecture

The programme was built on a marketing-automation backbone in HubSpot, with email workflows set up and continuously optimised to support the sales team and nurture prospects through multi-stage cycles. ABM was executed on intent databases, allowing campaigns to be targeted precisely at in-market accounts and the individuals influencing purchase decisions.

On the organic side, an SEO programme targeted around 40 keywords spanning products, services, and blog topics, supported by high-quality backlink building to strengthen domain authority. Together, the automation stack, intent-data targeting, and SEO foundation formed a measurable, repeatable engine connecting marketing activity directly to the sales pipeline.

The programme moved Gray Matter off a multi-year revenue plateau, helping the company win new clients and return to rapid growth. Within three months, monthly lead volume rose by 40%, with the additional leads coming from the combined ABM, LinkedIn, and SEO activities, while the value of the sales pipeline doubled as ABM both improved lead quality and lifted the effective ticket size.

Organic performance reinforced these gains, with SEO driving roughly eight leads per month from Google — up from five to six previously — and improving steadily over time, including for keywords that were never directly targeted. The result was a unified, omnichannel demand engine that gave Gray Matter a reliable, compounding stream of qualified enterprise opportunities.

The stack we run on.

Google Ads
Meta
Google Analytics
Tag Manager
Looker Studio
HubSpot
Google
Semrush
Google Ads
Meta
Google Analytics
Tag Manager
Looker Studio
HubSpot
Google
Semrush
Google Ads
Meta
Google Analytics
Tag Manager
Looker Studio
HubSpot
Google
Semrush
Google Ads
Meta
Google Analytics
Tag Manager
Looker Studio
HubSpot
Google
Semrush

Tools we know inside-out, chosen because they ship measurable outcomes, not because they look good in a deck.

Our work is best reflected through our clients experiences

Our happy clients always say,
how they are satisfied with
our service.

We knew our work was good but we weren't reaching the right clients. Avantus helped us position ourselves properly and built a consistent presence across channels. The enquiries coming in now are much more aligned with the kind of projects we want.

Vineet Mittal

Head of Marketing, House of Blue Beans

We were skeptical about hiring a marketing agency for a business like ours. But Avantus asked the right questions, kept things practical, and didn't oversell. The campaigns were targeted and the results were gradual but real.

Apoorva Dey

CEO, Hi-Q Design Inc

What stood out was how organized they were. Clear timelines, consistent communication, and campaigns that actually matched our brand. Our marketing feels more put together now and the leads have improved in both volume and quality.

Shubhangi

Chief of Staff, Flipspaces

In the Digital precious metal space, trust is everything. Avantus was thoughtful about how they positioned us, nothing was sensationalized, everything was credible. They helped us grow our user base while keeping the brand tone intact.

Srinivas

CEO, eBullion

We've worked with a few agencies before and the difference with Avantus was that they actually understood the wedding and events market. The campaigns were well timed, the creative was on point, and we saw a clear uptick in bookings during peak season.

Ranjeeth

CMO, The Tamarind Tree

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