Ping Identity drives multimillion-dollar growth with an award-winning ABM campaign

About Ping Identity

The identity platform behind secure digital experiences

Ping Identity is a leading provider of identity and access management (IAM) solutions. Its comprehensive portfolio includes single sign-on, multi-factor authentication, identity governance, and customer identity solutions that help organizations secure digital experiences while improving operational efficiency.

By enabling seamless, secure access across applications, devices, and channels, Ping helps enterprises strengthen security, improve customer experiences, and accelerate digital transformation.

The challenge

Ping’s market opportunity was bigger than its visibility

Prior to its acquisition by Thoma Bravo and the integration of ForgeRock into Ping Identity, the company faced mounting competitive pressure from larger, better-funded identity providers with stronger market visibility.

At the same time, Ping was operating under an aggressive growth mandate from executive leadership, requiring marketing and sales teams to deliver rapid business impact.

Ping’s team was facing:

• A complex global use case with multiple stakeholders
• Pressure to execute quickly against ambitious internal growth goals
• Larger, well-funded competitors with established market advantages
• A highly visible, C-suite-backed initiative requiring fast proof and scalability
• No prior account-based marketing (ABM) foundation

The strategy

One campaign, tailored to every buying group

To bring its ABM vision to life, Ping Identity partnered with 2X* to develop a focused strategy that aligned teams, sharpened account prioritization, and enabled more personalized engagement across key buying groups.

Revenue team alignment & operational integration

To support successful execution, 2X strengthened alignment and integration across marketing, sales, product, and agency stakeholders while improving coordination through account-based data, process, and systems integration.

Through a phased approach, agile project and program management, executive education workshops, and strong operational oversight, 2X created a collaborative framework designed to accelerate execution while maintaining transparency, quality, and strategic alignment.

This foundation enabled Ping to move quickly, foster stronger cross-functional collaboration, and effectively manage budget, timelines, and campaign performance at scale.

Audience development

The initial campaign focused on business executives, IT leaders, and IT practitioners within retail and financial services organizations seeking to improve digital customer experience and security.

2X identified 100 target accounts and segmented them into 1:Few and 1:1 ABM programs based on strategic value. While many target organizations recognized customer retention and security challenges, few understood IAM as a business-critical solution, creating an opportunity for Ping to reshape market perception.

Creative concept

To break through market saturation, 2X adopted a bold B2B2C strategy rooted in human-centered storytelling. Leveraging Ping’s IAM category leadership, the campaign transformed the acronym into powerful “I AM” statements such as “I AM secure,” “I AM bold,” and “I AM free.”

This messaging framework elevated technical identity solutions into emotionally resonant brand experiences, helping Ping connect with enterprise buyers through a more consumer-minded approach.

High-value offers & personalized engagement

2X developed tailored high-value offers (HVOs) for each audience segment to drive engagement across paid media, landing pages, nurture programs, and sales outreach.

For executive audiences, Ping offered an exclusive virtual roundtable featuring celebrity impersonation experiences to demonstrate the risks of digital identity compromise in memorable, high-impact ways.

For practitioner audiences, the HVO included a complimentary IAM assessment, custom product demo, and free trial to encourage hands-on product adoption.

Messaging personalization was also scaled by segment:

• 1:Few programs were customized by industry and persona
• 1:1 programs incorporated account-specific branding, logos, and business-specific pain points

This personalized approach strengthened relevance, engagement, and conversion potential across all tiers.

Campaign automation & reporting

To maximize efficiency, 2X leveraged Ping’s existing marketing automation and CRM infrastructure while introducing content experience hubs to support personalized digital engagement.

Additionally, rigorous account-level reporting and always-on paid media dashboards provided ongoing visibility into engagement, helping guide media investment and sales outreach throughout the program.

The results

Three and a half months became $18.2M in pipeline

In market for just three and a half months, the 2X ABM campaign helped Ping rapidly generate targeted engagement, build pipeline momentum, and prove marketing effectiveness.

Campaign highlights included:

• Meetings generated with 97 of 100 target accounts
• $18.2 million in pipeline revenue generated to date
• Accelerated market penetration across priority enterprise segments
• Strong executive confidence in ABM as a scalable growth engine

Awards & recognition

The campaign also earned industry recognition and the following awards:

Fourteener Awards

• Best of Strategy
• Gold: ABM Program
• Gold: Sales Enablement Program
• Gold: Email Strategy
• Gold: MA/Lead Nurture Program

B2B Marketing Elevation Awards

• Silver: Sales Enablement

Partner with 2X

Drive revenue with human-centered creative and full-funnel ABM

Ping Identity’s success highlights the power of a well-orchestrated ABM strategy rooted in alignment, data, and full-funnel execution. By connecting targeting, messaging, and engagement across every stage of the buyer journey, organizations (especially in complex industries like cybersecurity) can drive more meaningful interactions, accelerate pipeline velocity, and unlock higher-value revenue outcomes.

At 2X, we specialize in helping B2B organizations design and execute integrated GTM strategies that bring together people, processes, and technology to deliver measurable growth. Whether you’re looking to refine your targeting, activate account-based marketing, or build a scalable full-funnel campaign, our team partners with you to turn strategy into impact.

Ready to accelerate your growth?

*This campaign was executed by Intelligent Demand prior to its acquisition by 2X.