AudioCodes is a global enterprise communications leader, helping organizations run reliable voice and calling across platforms like Microsoft Teams and Cisco Webex.
Their solutions power mission-critical communications for mid-market and enterprise companies worldwide—spanning SBCs, voice network management, cloud PSTN connectivity, IP phones, and AI-driven voice solutions. With a strong product and sales organization in place, the next challenge was demand.
ABM
TBD
AudioCodes is a global enterprise communications leader, helping organizations run reliable voice and calling across platforms like Microsoft Teams and Cisco Webex.
Their solutions power mission-critical communications for mid-market and enterprise companies worldwide—spanning SBCs, voice network management, cloud PSTN connectivity, IP phones, and AI-driven voice solutions. With a strong product and sales organization in place, the next challenge was demand.
ABM
ABM
Success was simple (and high stakes):
This started as a 3-month pilot. Expansion depended entirely on performance.
AudioCodes didn’t lack ambition—or a target list.
They had a clearly defined Tier-1 account list in the US market, but struggled to turn those accounts into:
Brand awareness in the US was soft, pipeline forecasts weren’t reliable, and previous attempts at ABM had failed—leading to internal skepticism about whether ABM could work at all.
Marketing activity existed. Results didn’t.
The turning point was admitting the obvious:
What AudioCodes had tried before wasn’t ABM—it was broad demand gen with better targeting.
We rebuilt the motion from the ground up:
We shifted completely from broad audience targeting to strict, named-account ABM, aligning media, messaging, and measurement around the accounts sales actually cared about.
Using Influ2, we targeted specific buying personas inside specific Tier-1 accounts, ensuring ads reached real decision-makers—not just relevant job titles.
Previous creative was technically accurate—and totally ineffective.
We reframed everything:
Once the message clicked, performance followed.
Always-on LinkedIn campaigns focused on Tier-1 account penetration, reinforced with Influ2 persona-level delivery.
In action:
Once awareness and engagement were established, we activated high-intent conversion campaigns across:
All optimized for demos—not vanity metrics.
We built custom landing pages directly on AudioCodes’ website, designed specifically for ABM traffic:
Friction-reduced demo flows
Everything was connected through HubSpot CMS and CRM, enabling:
No black boxes. No guessing.
ABM didn’t fail AudioCodes before.
Bad ABM did.
Once the team experienced a true named-account strategy—paired with buyer-first creative—the skepticism disappeared. Sales engagement increased, pipeline became credible, and executive buy-in followed quickly.
From there, expansion was easy:
ABM became a core GTM pillar
ACCOUNT MANAGEMENT
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