How 2X and Cheetah Digital used creative ABM to shift perception and drive pipeline
About Cheetah Digital
The platform for meaningful customer relationships
Cheetah Digital offers a suite of solutions to help B2C organizations create powerful and personalized digital experiences for their customers. Originally known for their email marketing capabilities, Cheetah Digital (acquired by Zeta Global in late 2025) has evolved into a comprehensive relationship marketing platform, enabling marketers to manage channels, customer data, cross-channel communications, and promotions from one central customer engagement platform.
As a global MarTech leader, they’ve helped more than 40,000 brands and organizations worldwide connect with their customers, fostering deep relationships that convert customers into loyal fans.
The challenge
The market saw an email vendor, but Cheetah Digital delivered more
With many decision-makers still viewing Cheetah Digital as a legacy, batch-and-blast email vendor, the company struggled to be seen as a sophisticated relationship marketing platform. As a result, this often excluded them from being considered in solution-seeking discussions.
To overcome this perception, Cheetah Digital aimed to expand their footprint among existing customers through their Customer Engagement Suite solutions. The team had ambitious goals for three key industry segments: retail, travel, and financial services.
The goal
Moving from familiar vendor to strategic partner
2X* aimed to bolster Cheetah Digital’s influence within their identified key sectors through an account-based marketing (ABM) expansion campaign. Our goal was to champion the creation of 1:1 human connection that would feel deeply personal and amplify customer lifetime value.
Additionally, the campaign aimed to unlock additional revenue streams through the strategic upselling of its Customer Engagement Suite solutions.
The strategy
Bringing the promise of customer engagement to life
Because Cheetah Digital believes marketers and their customers deserve more personalized and meaningful solutions, they also wanted the campaign and its messaging to actively demonstrate this approach.
To do this, 2X executed the following ABM campaign aspects:
Building key personas and a messaging framework
To identify and articulate Cheetah Digital’s distinct personas, 2X conducted a competitive analysis and held stakeholder interviews. Then, they applied a “1:Few” approach to tailor impact by industry and role. This enabled more relevant, personalized experiences that spoke directly to each persona’s priorities.
The messaging framework strategy prioritized cross-sell opportunities within existing accounts, introducing loyalty solutions and the broader Customer Engagement Suite to expand relationship value. Messaging was also designed to be loyalty-forward, targeting director- and VP-level prospects with clear, solution-specific benefits that aligned to their day-to-day challenges.
At the executive level, efforts focused on expanding influence with C-suite stakeholders to spark broader organizational conversations and ensure Cheetah Digital was included in high-level, strategic decision-making processes.
Crafting a standout creative concept
2X developed a distinct creative concept designed to flex across industries while maintaining a consistent, high-impact narrative that reinforced Cheetah Digital’s role as a true customer engagement partner.
The concept centered on one core insight: in today’s market, loyal customers can feel almost mythical. But building stronger 1:1 relationships can make them more attainable.
This idea became the foundation for a scalable, story-first account-based marketing campaign that balanced broad brand appeal with persona-level relevance. To bring it to life, 2X created a series of distinct characters and tailored messaging frameworks aligned to key personas and industry nuances. Through illustration and dynamic storytelling, the campaign demonstrated how brands can identify better-fit customers, unlock more valuable data, and build lasting loyalty.
Launching a high-value offer and ad campaign
Upon finalizing the creative concept, 2X then introduced a high-value offer (HVO) designed to provide tangible benefits to the target audience: a personalized playbook and 1:1 consultation with an industry expert to tailor a customer engagement strategy for immediate implementation.
To support the HVO and elicit participation, an ABM ad campaign was launched, which included paid media, marketing email nurture, 1:1 sales outreach, and personalized landing pages.
The results
Creative relevance translated into commercial momentum
The success of this campaign highlights the pivotal role of customer retention, loyalty, and advocacy in driving long-term revenue. After only six months in the market, the ABM program exceeded industry waterfall benchmarks for qualified and converted accounts.
Key results included:
- 90% of the target account list (TAL) coverage achieved
- 36% increase in pipeline during the campaign vs. the same time the year prior
- 19% of the TAL converted into closed-won revenue
- 42% increase in average revenue per opportunity
Partner with 2X
Pair bold creative with personalized ABM for measurable growth
This account-based marketing case study is a compelling example of what happens when ABM is combined with sharp, insight-driven creative strategy.
By combining deep persona understanding with a flexible 1:Few ABM approach, we reached the right audiences. We resonated with them in ways that shifted perception and opened doors to new revenue.
At 2X, we specialize in crafting powerful creative concepts and ABM programs that go beyond targeting to truly connect.
If your goal is to reposition your brand, unlock growth within existing accounts, or bring complex solutions to life through compelling creative, we know how to align strategy and storytelling to drive growth. The result is stronger alignment, deeper relationships, and revenue that scales.
Ready to turn strategy into sustained growth?
*This campaign was executed by Intelligent Demand prior to its acquisition by 2X.
