Case Study
ABM-Driven Pipeline Expansion Unlocks Scalable Growth for Truewind
Company Snapshot
- Industry: AI-powered Accounting Automation
- Founded: 2022
- Team Size: 40+
- Location: San Francisco
Core Offering
AI + CPA-powered “digital staff accountant” for bookkeeping, reconciliation, reporting, and forecasting
Target Segments
- 1. Accounting Firms
- 2. Startups & Venture-backed Companies
- 3. SMB / Corporate Finance Teams
- 4. Family Offices
The Opportunity
Despite its differentiated AI + human-in-the-loop model, Truewind faced three challenges common to emerging SaaS platforms:
Their product was relevant to multiple verticals (accounting firms, startups, CFO teams, family offices), but messaging risked being too broad.
Truewind knew its ICPs (accounting leaders, CFOs, founders), but lacked ABM-grade persona activation strategies.
Strong inbound demo requests did not consistently convert due to gaps in mid-funnel education and tailored proof of value.
Building a Structured ABM Growth Engine
we identified the opportunity to build a structured ABM growth engine — activating 3 key personas per segment, mapping their unique buying journeys, and delivering customized assets across the funnel to accelerate conversions.
The Solution
We deployed a strategy + execution framework anchored in McKinsey-inspired clarity and operational precision:
For each customer segment, we mapped three decision-makers/influencers:
Accounting Firms: Managing Partner, Head of Operations, Senior Accountant
Startups: Founder/CEO, Finance Manager, Board/Investor liaison
SMBs/Corporates: CFO, Controller, Finance Director
Family Offices: Family Office CFO, Trust Accountant, Operations Director
3to90 structured ABM assets across the funnel, ensuring tailored engagement and accelerated conversion:
Top of Funnel (Awareness)
Thought leadership content and persona-focused campaigns to capture attention and establish category authority.
Mid Funnel (Consideration)
ROI and proof-of-value assets designed to validate impact and build trust among decision-makers.
Bottom Funnel (Decision)
Customized, high-touch materials demonstrating relevance to each persona’s priorities and enabling confident purchase decisions.
Implemented a structured ABM growth engine, combining precision targeting, multi-channel orchestration, and a video-led engagement ecosystem:
Account Prioritization
Tiered segmentation of high-value accounts (Top 50 accounting firms, Top 500 venture-backed startups, strategic SMB finance departments, and UHNW family offices).
Data-driven selection based on growth potential, strategic relevance, and likelihood of value capture.
Channel Orchestration
Integrated campaigns across LinkedIn ABM, curated outbound sequences, and partner-led introductions.
Deployment of a complete video ecosystem — animated explainers, persona-specific proof videos, and on-demand executive briefings — to create consistent, scalable engagement touchpoints.
Performance Management
Measurement framework aligned with McKinsey best practice:
Pipeline Velocity (speed of movement through stages)
Persona Engagement Index (depth and breadth of stakeholder interaction)
ACV Uplift & Conversion Rate (financial impact tracking)
Continuous feedback loop to refine targeting, messaging, and asset mix.
The Impact
Within two months of execution, measurable outcomes were realized:
Persona-targeted campaigns drove 2.5x higher engagement vs. generic messaging.
Mid-funnel deliverables reduced sales cycle length by ~28%.
Bottom-funnel proof-of-value assets boosted demo-to-close conversion by 35%.
Truewind start shifting from “AI accounting tool” to “Strategic AI partner for finance leaders.”
Strategic Outcome
Truewind’s ABM engine is now a repeatable growth framework, aligned to customer segments and scalable across new markets.
Key Takeaways
1. Precision Personas:
Focusing on 3 personas per segment ensures relevance without overcomplicating execution.
2. Full-Funnel Alignment:
Deliverables designed per stage (Awareness → Consideration → Decision) minimized leakage.
3. Strategy + Execution
McKinsey-style clarity paired with operational delivery created both credibility and results.
Partnering with 3to90 fundamentally reshaped how we approach growth. Their ABM strategy gave us clarity on which accounts to prioritize, how to engage each persona, and how to translate our technology into compelling value stories .It felt like working with a top-tier consulting firm that also delivered real, in-market results.
Tennison Chan
Co-Founder & CTO, Truewind