How ABM Opened New Sectors for Benchmark

CLIENT

Benchmark Electronics

OUR EXPERTISE

Account-Based Marketing,

CRM & Sales Enablement,

Marketing Attribution & Reporting

GOAL/OBJECTIVES

Offset tariff-constrained sales markets in 2025 by deepening existing client relationships – promoting Benchmark’s expertise in less constrained sectors, including medical devices, optics, and liquid-cooled computing, to current customers who work across multiple markets, and turning that awareness into new-sector pipeline.

In-Sector Medical Device Deals Won

RESULTS

New-Sector Pipeline Built from Existing Relationships

Since launching in Q1 2025, the Medical Device campaign has run in three stages, with messaging that evolves as accounts move through the funnel. Seven medical-sector deals have since been won with campaign-targeted accounts, including several Fortune 500 medical technology leaders. In optics, a December 2024 webinar moved a defense manufacturer into negotiations within the month, and a follow-up nurture campaign helped close an optical imaging deal.

The program also revived long-dormant relationships. One medical device company, first captured as a lead at a 2019 tradeshow and inactive for years, re-engaged within days of the campaign launch. Sales reached out, and within two days opportunities were created and a meeting booked. The account has since opened $11M in opportunities and progressed to quote.

7

In-Sector Deals Won

Medical device deals won with accounts targeted by the Medical sector campaign

$11M

In Opportunities Opened

From a medical device account dormant for five years, after re-engaging with the Medical campaign

154

Optics Contacts Engaged

Engaged with the 2025 Optics campaign, which led to an optical imaging deal won

This case study looks at how account-based marketing helped Benchmark Electronics – a Fortune 500 manufacturer serving the aerospace and defense, advanced computing, complex industrial, medical, and semiconductor sectors – open new-sector opportunities within its existing customer base. Stratagon’s eight-year retainer relationship with Benchmark has matured from inbound and strategic content to enterprise marketing, sales enablement, and operations. Since 2021, Stratagon has led Benchmark’s transition from Zoho to HubSpot Sales Hub Enterprise across 22 sector leads in the U.S. and EU – the foundation that made the 2025 ABM pilots measurable. Following their success, Benchmark has allocated a significant portion of its 2026–27 media budget to ABM.

THE CHALLENGE

In 2025, tariffs constrained sales in several of Benchmark’s core markets. Rather than chase entirely new logos, Benchmark chose to prioritize existing client relationships: many of its customers work across multiple markets, creating room to grow in sectors less affected by tariffs.

The challenge was making those customers aware of Benchmark’s expanded expertise in medical devices, optics, and liquid-cooled computing, reaching decision-makers beyond existing contacts, and proving impact across multi-year sales cycles. With complex channel and account tiering, attribution needed to drill down to the sector, region, and campaign rather than rely on parent-company generalizations.

STRATEGIC ACTIONS

A Blueprint for New-Sector Growth Within Existing Accounts

Effective ABM in multi-year sales cycles depends on reaching the right decision-makers with the right message as accounts progress – and on proving which efforts moved them. To support this, the team launched sector-specific account-based campaigns promoting Benchmark’s experience in medical devices, optics, and liquid-cooled computing. Each campaign first built awareness of Benchmark’s expanded offerings with current decision-makers inside existing accounts, then used buying group networks to reach decision-makers in different sector roles. Medical Device ads ran in three stages from Q1 2025 through Summer 2026, with messaging that progressed by funnel position and was reinforced by sales engagement, marketing nurture, and cross-channel support. In optics, a December 2024 webinar and a Q3 2025 nurture campaign combined one-to-one and one-to-many influence on key accounts. Underpinning it all, Stratagon developed the multi-object MOR report templates that Benchmark’s marketing and sales leadership use in their executive quarterlies, attributing deal revenue at the sector, region, and campaign level. Last quarter alone, wins at Amazon, Corning, and Lynntech carried deal revenue directly attributed to the Market Sector Newsletter, Optics 2025, and Medical ABM campaigns.

Activate

Build awareness of new-sector expertise with current decision-makers

Expand

Use buying group networks to reach decision-makers in new sector roles

Nurture

Progress messaging by funnel stage with sales and cross-channel support

Attribute

Report revenue impact by sector, region, and campaign in executive quarterlies