How Greenwood CRE Made ABM Accountable: A Persona-Segmented Strategy for Commercial Real Estate Awareness

CLIENT

Greenwood Commercial Real Estate Group

OUR EXPERTISE

Account-Based Marketing

Paid Social & Programmatic Media

CRM & Marketing Technology

GOAL/OBJECTIVES

Build an accountable account-based marketing program that reaches Greenwood CRE’s named target accounts across multiple practice groups, shows which accounts and verticals are engaging, and routes in-market signals to the practice reps best placed to act on them.

80%

of Top 50 Target Accounts Reached in Two Months

RESULTS

Measurable Reach Across Every Account Tier

In July and August 2026, the program delivered campaign impressions to 40 of Greenwood CRE’s Top 50 target accounts and 69 of 86 Tier 1 and 2 accounts – more than 80% coverage at both levels. Across the full LinkedIn target universe of 689 accounts, 297 have already been reached, with coverage continuing to build as the engagement runs.

Engagement is also broken out by practice group, showing which verticals are responding most: Airports and Rail leads with 58 clicking accounts, followed by Energy and Utilities (40); Banking, Finance and Insurance (18); Healthcare and Pharma (17); Transportation and Logistics (7); and Professional Services (4). That view helps Greenwood CRE’s team prioritize business development where interest is strongest, while the highest-engaged and in-market accounts flow directly to practice reps as actionable signals.

80%

Top 50 Accounts Reached

40 of Greenwood CRE’s 50 highest-priority accounts served campaign impressions

%

Tier 1 & 2 Accounts Reached

69 of 86 Tier 1 and 2 target accounts served campaign impressions

%

LinkedIn Target Universe Reached

297 of 689 accounts in the full LinkedIn target list reached, and still building

This case study looks at Stratagon’s account-based marketing engagement with Greenwood CRE, a commercial real estate advisory firm. Facing a long list of named target accounts across multiple verticals, Greenwood CRE needed proof that its campaigns were reaching the right companies. Stratagon built a persona-segmented ABM program across LinkedIn and programmatic display, paired with a live performance dashboard that tracks coverage and engagement by account tier and practice group. Results reflect an active engagement, July–August 2026.

THE CHALLENGE

Greenwood CRE’s challenge was one familiar to many B2B marketers: a long list of named target accounts across multiple verticals, and no clear way to know whether campaigns were actually reaching them. Without account-level visibility, it was difficult to prove marketing’s impact or tell practice reps which accounts were ready for outreach.

Greenwood CRE needed an account-based program that would concentrate effort on the specific accounts and practice groups it cared most about, speak to each decision-maker’s role, and turn engagement into signals its business development team could act on.

STRATEGIC ACTIONS

A Blueprint for Accountable Account-Based Marketing

Accounts demonstrating engagement were identified and added to the Account-Based Marketing (ABM) program and LinkedIn advertising audiences for targeted outreach. These accounts were then enriched with decision-maker and stakeholder contact information from Apollo and assigned to sales representatives based on industry and geographic location.

Using HubSpot’s Buyer Intent signals, Sales Workspace account reviews, and automated workflows, the sales team could identify and prioritize accounts showing the strongest engagement and buying interest, particularly those demonstrating expansion activity or funding opportunities.

A live dashboard tracks account progression across every stage of the sales journey, segmented by account tier and practice group. This provides visibility into campaign performance and sales activity, from initial engagement through to sales conversations.

Segment

Split VP-and-up roles into three persona groups across Tier 1 and 2 accounts

Personalize

Message each persona’s function from ad copy to assets to landing page

Activate

Route buyer intent and in-market signals to practice reps for outreach

Measure

Track coverage and engagement live by account tier and practice group