Amplifying B2B SaaS Growth | Driving Pipeline Revenue through Demand Gen & ABM

I help B2B SaaS and IT Services companies turn marketing into a revenue driver, not just a cost center.

After 15+ years of leading marketing strategy, ABM, and demand generation, I’ve seen one thing again and again: great products struggle to grow because marketing efforts are misaligned with GTM goals, the tech stack is bloated, and there’s no clear path from campaign to pipeline.

That’s when I knew I wanted to do more, to bring a more focused, execution-led, and results-driven approach to B2B marketing.

At the end of 2023, I left my full-time job to start consulting independently, something I had always wanted to do. 

Over the next few months, I worked closely with several B2B SaaS and IT Services companies to help them generate pipeline, speed up deal cycles, and drive measurable growth through focused ABM and Demand Gen strategies.

By October 2024, I decided to turn that independent journey into something bigger and more structured. I wanted to build a team of experts and create a consulting brand that could deliver both strategy and execution at scale.

And that’s how Engrow was born.

At Engrow, we specialize in ABM and Demand Generation consulting for companies with high ACV deals and long sales cycles. 

We help you acquire, accelerate, retain, and expand your most valuable accounts, using lean tech stacks, clear strategy, and measurable execution.

Whether you need a fresh ABM strategy, want to launch demand gen campaigns, or just need someone to bring structure and clarity to your GTM motion, that’s where we come in.

Let’s connect if you’re looking for a strategic partner to help you drive real pipeline and revenue growth, not just leads.

Yesterday I turned another year older.

But this birthday felt different.

There was a different kind of peace this time, 
a sense of patience,
a steady awareness of how things are,
and how they’ve shaped me.

What I realised is that this shift didn’t happen overnight.
It’s the outcome of the last one year of building Engrow, 
of living through everything that comes with doing something on your own.

When you start something from scratch, life begins to teach you differently.
You face challenges that test more than just your skills, they test your mindset, your patience, your belief.
You learn to stay composed when plans fall apart.
You learn to breathe through uncertainty instead of reacting to it.

And slowly, something changes inside you.
Panic turns into patience.
Rush turns into clarity.
Noise turns into focus.

Time starts to feel different too.
There’s a new respect for every hour, every pause, every bit of rest that helps you move forward again.
You start valuing progress over perfection.
Consistency over chaos.

And somewhere in between all this, you realise, you’ve changed.
Not loudly, not suddenly, but quietly and deeply.
You don’t even notice when it happens.
You just wake up one day and realise you’re not the same person who started.

Discomfort that once felt scary now feels familiar.
The hard moments don’t shake you anymore, they shape you.
Because that’s where real growth happens, in the places that make you uncomfortable.

So this birthday wasn’t about any celebration or wishes.
It was about gratitude.
For the experiences that built me.
For the people who stood beside me.
And for this version of myself that feels more centred, more grounded, and more alive than ever.

Now it’s time to take these experiences forward, 
to keep growing, keep learning, and keep becoming better every day.

Everything is still a work in progress.
But next year, when this day comes again,
I know I’ll look back and see another version of growth, 
one step ahead of where I am today.

Grateful for the journey so far,
and for everyone who’s been a part of it in some way.

Debjit Sen

Founder at Engrow | ABM & Demand Gen Consulting for B2B SaaS & IT Services Companies

I audited a set of account based LinkedIn ads recently
And I found some very common mistakes across all of them
Though they are simple
But they are powerful enough to slow down the whole motion if you don’t catch them early

So I thought I’d share the ones that showed up the most
In case you want to revisit your own setup and make it sharper

→ Many teams are still relying on native targeting
Even after building a solid company list
The list gets replaced with broad criteria
And that creates a false sense of accuracy
Because the ads start reaching people outside your real target accounts
If you’ve done the work to define the right companies
Make sure your ads are actually built on that list

→ Job title targeting without negatives was another big pattern
LinkedIn behaves like broad match
So the platform keeps showing your ads to roles you don’t want to reach
You need to keep adding negative titles as the campaign runs
It keeps the audience clean
And it prevents wasted spend from creeping in

→ Budgets were spread across too many campaigns
This makes them pause early
And the system doesn’t get enough data to learn or optimise
Modern platforms need volume
Not endless tests
Just give each campaign enough room to gather signals
So the algorithm can move in the right direction

→ The same creative was running for too long
Especially for smaller audiences
Fatigue kicks in fast
Even great ads stop moving accounts forward after a point
It helps to set simple criteria for when a creative is slowing down
Refresh it on time
And phase out anything that’s losing momentum

→ Conversation ads were written off too early
Most teams tried them once with the same setup
Same copy
Same targeting
Same bidding
A few adjustments can change how they perform
This format still delivers strong results when it’s rebuilt with the right structure

These fixes may look small
But each one has the power to improve how your ads perform
And how your ABM motion moves overall

If you want, I can share the full checklist we use during these audits
Happy to pass it along if it helps you improve your setup too.

Many ABM programs lose momentum, not because the strategy was wrong
but because it was built on the wrong assumptions.

There are three big myths which probably are the reason.

→ Myth 1: Treating ABM like a tactic
ABM is not a one-off campaign you switch on and off.
It’s a full go-to-market motion.

It’s how you choose your accounts, build your messaging, plan your content, and shape your customer experience, all around the accounts that matter most.

It’s how you bring the 80/20 rule to life, focusing on the 20% of accounts that drive 80% of the revenue.

So before you launch another campaign or buy another tool, start with clarity.
- Who are your highest-value accounts
- Where do they have potential to grow
- How well does your current narrative match how they actually make decisions

That’s where real ABM begins.

→ Myth 2: Waiting for perfect data
I still hear this a lot, “We’ll start ABM once our CRM is cleaned up.”
The truth is, your data will never be perfect.

While you’re waiting to fix it, your competitors are already engaging the same accounts with imperfect but usable data.

Data gets better when it’s used.
Not when it sits untouched.

So start small.
- Pick a handful of accounts
- Build complete profiles
- Use what you have, refine as you go, and learn what really matters

You don’t need to solve data for every account on day one.
You just need to start.

→ Myth 3: Letting marketing run ABM alone
ABM doesn’t work in silos.
It needs sales, marketing, success, and leadership moving together.

When marketing tries to do it alone, accounts get mixed messages and opportunities slip through.

The strongest programs are the ones where
- Sales and marketing build the strategy together
- Everyone agrees on goals, roles, and timelines
- Reporting connects actions directly to impact

Alignment isn’t just nice to have, it’s what makes ABM work.

So focus less on new tech or bigger budgets.
Focus on fixing these three things.
→ How you think about ABM
→ How you use your data
→ And how your teams work together

That’s what actually moves the needle.

Would love to know your thoughts on this.

Every ABM play has a different job.
But many teams still judge everything through the same lens.

And when every program is measured the same way, the story gets blurred.

What I’ve learned over the years is simple
Success in ABM depends on context.
Each play has its own purpose, and each one needs its own way of measurement.

→ Awareness programs
Look at reach, impressions, and account-level traffic
This helps you see if the right companies have started noticing you

→ Engagement programs
Look at interactions, repeat visits, signups, downloads
This helps you see if accounts are coming back and staying interested

→ Pipeline generation programs
Look at new opportunities opened and total pipeline value
This helps you see if interest has turned into real conversations

→ Pipeline acceleration programs
Look at revenue closed and sales velocity
This helps you see if accounts are moving faster and deals are getting clearer

Each play needs to be measured by the job it is built to do.
When we do that, progress becomes clearer.
Decisions get sharper.
And the ideas that matter start moving forward.

Success becomes easier to shape when it’s defined by stage, by motion, and by intent.
That’s how strong ABM programs come to life.

If you are shaping your measurement model, keep it simple and consistent.

And if you want help structuring it, I’m always here to share what works.

When you sell something complex, long sales cycles are part of the journey.
Multiple people get involved.
Layers of review come in.
And the buying path never moves in a straight line.

In moments like this, chasing more leads does not move the needle.
What moves the needle is building trust with the right accounts, in a way that feels personal and relevant to every decision-maker involved.

That is where an account-based approach gives you real momentum.

When the deal size is high and the decisions are shared, precision always works better than volume.

Here is how I think about it.

→ You engage every voice that shapes the decision
In complex sales, one buyer usually means many people evaluating you.
Each of them looks for something different.
When your message feels right for each of them, the entire buying group moves with clarity and confidence.

→ You stay visible through long validation cycles
Some products need deep checks, technical reviews, or legal steps.
These things take time.
A steady, helpful presence keeps your brand warm while they work through their process.

→ You shift focus from activity to real engagement
It is not about clicks or impressions.
It is about how the account interacts with your ideas, your conversations, your proof of value.
That depth tells you how close they are to moving forward.

→ You build trust with simple, steady consistency
Big decisions need belief.
When every touchpoint feels clear, thoughtful, and aligned, you earn the confidence of the entire buying group.
That is what moves complex deals from interest to action.

This is why an account-based motion isn’t a campaign.
It is a way to go to market with intention.
It turns your pipeline from something transactional into a set of relationships that grow stronger over time.

If you are building for complex deals, this is the motion that gives you real progress.

If this helped, I share more thoughts like this often.

Content plays a quiet but important role in any ABM pilot.
When it’s created with the right intent, it helps you stay close to your accounts and support the conversations that matter.

And the best content always comes from real deals, real signals, and real buyer needs.
That’s when it starts helping sales show up in the right way, at the right time, for the right accounts.

This is also when an ABM pilot begins to see real movement.

In this week’s edition of ABM & Beyond, I’ve shared a simple way to build an account based content strategy that feels relevant, stays aligned with your pipeline, and moves in sync with your sales team.

If your ABM pilot is already in motion, or you’re getting ready to launch one, this approach will help you create content that brings steady momentum.

Give it a read and feel free to share your thoughts.

When you are running an ABM pilot, content plays a much bigger role than most people realise. It helps you reach the right accounts, start the right c

Open article: Account Based Content Strategy that helps you build pipeline by Debjit Sen • 4 min read

Account Based Content Strategy that helps you build pipeline

AI has made it easier than ever to know which accounts are ready to move.
But the real impact comes when those insights turn into action.

That’s what activating predictive intelligence in ABM is all about.

Start with your own data.
Feed AI with your past deals, opportunity history, and buying behavior.
That’s how it learns what your best-fit account really looks like.

From there, AI starts connecting the dots, spotting early intent, tracking engagement shifts, and highlighting where interest is building inside your target accounts.

Adopt AI-powered account scoring so every account has a clear view of fit, intent, and engagement.
Keep these scores visible inside your CRM so marketing, sales, and success teams stay aligned and focused on the same priorities.

Once the signals are clear, it’s time to act.
→ When intent rises, marketing creates a personalized campaign
→ When engagement builds up, sales reaches out at the right time
→ When expansion signs show up, success starts the conversation early

That’s when predictive intelligence in ABM truly comes alive, when insights drive real actions across every part of the team.

And the process doesn’t stop there.
Every deal, every interaction, and every response feeds back into the system, helping AI learn, adapt, and get smarter with time.

That’s how predictive intelligence in ABM gets activated, when insights don’t just stay in dashboards, but guide every move across your revenue engine.

Happy to answer if you’d like to dive deeper into how this can work in your setup.

For a long time, ABM measurement has been treated like a report, 
something you look at when everything’s done.

You review the numbers, count the clicks, and try to understand what worked.
But by the time that happens, the moment has already passed.

The truth is, ABM never stands still.
Accounts keep moving. Intent shifts, priorities change, and new signals appear every day.

That’s why the old way of measuring doesn’t fit anymore.
Because you can’t understand a moving system by looking at it after it’s stopped.

Today, measurement happens in real time.
With connected data, intent signals, and AI, it’s now possible to see what’s working as it happens, and act before the opportunity fades.

In this week’s edition of ABM & Beyond, I’ve shared a complete view of how real-time measurement is changing ABM, 
what to track, how to read movement, and how to build a system that learns as it runs.

Give it a read and let me know your thoughts.

For a long time, ABM measurement was something you looked at after everything was done. You’d track impressions, clicks, or downloads and try to make 

Open article: How Real-Time Measurement Is Changing ABM by Debjit Sen • 3 min read

How Real-Time Measurement Is Changing ABM

Over the last few months, I’ve been noticing a quiet shift in how GTM teams are growing.
AI is everywhere now, but the real impact isn’t in the noise.
It’s in the way our day-to-day work has started to feel different.

When I look back at my early years in ABM, things were much simpler.
Most of what we did came from instinct.
We spent time understanding accounts, watched small signals, and shaped plays based on real human behaviour.
That still matters, but the pace we work at today has changed completely.

I wasn’t fully convinced about AI at first.
It felt like another tool promising more speed without real depth.
But with time, things became clearer.
We weren’t using AI to replace anyone.
We were using it to see our accounts better.

And that’s where the shift happened.
Workflows felt lighter.
Signals that were easy to miss became more visible.
And timing started making more sense.

What I’ve realised is that the real challenge today isn’t effort.
It’s not being able to see enough.
You can be active every day and still feel like progress is slow, simply because the right signals aren’t clear.

This is where AI helps.
When it’s used with intention, it brings more clarity into the motion.
→ You notice decision-makers earlier
→ You catch signs of readiness sooner
→ You shape messaging with more context
→ You build enablement content faster
→ You act at the right moment instead of reacting late

And the best thing is, AI doesn’t replace judgment.
It sharpens it.
It gives you a clearer picture so your decisions feel more grounded.

But AI alone isn’t the strategy.
It works only when it supports clarity, alignment, and intent.

When that balance comes together, everything moves smoother.
You know who to engage, when the moment matters, and how to move forward.
Buyers feel understood.
The motion feels aligned.
And the pipeline becomes more steady.

Once the signal gaps close, growth stops feeling uncertain.
It becomes something you can guide with more confidence.

If this is the shift you’re building into your GTM, I’m always happy to share what’s working well right now.

Over the years, I’ve realised ABM works best when you keep it simple.
Just a few steady steps that help you stay focused and move the right accounts forward.

This is how I approach it.

I start by building trust before anything else.
ABM works when you treat it like a relationship.
Slow, steady, and thoughtful.
You show up with relevance long before you make any ask.
That creates a space where people feel comfortable engaging with you.

Then I narrow things down.
One clear segment at a time.
Because it is important to understand their world so well that you can almost feel what their Monday looks like.
And when you keep it that focused, everything else becomes easier to build.

The next step for me is digging for real signals.
Not just dashboards.
I look at how the company is moving.
What they are talking about.
What their leaders care about.
These small human signals tell much more than any score.

I also make sure the relevance comes from people, not just platforms.
That means talking to reps, partners, and even customers.
Listening to what they hear on the ground.
Using that to shape the story, the messaging, and the plays.
This is how the program starts feeling personal instead of robotic.

After that, I create one simple asset that opens doors.
Not a heavy ebook or a pitch deck.
Just something that shows we understand their world better than others.
And from that one asset, I create smaller pieces to start more conversations.

Distribution is always a big part of my steps too.
If you do not have reach, partner with people who do.
Co-create something together.
It builds trust faster and gives your message stronger credibility.

And finally, I track real progress.
Not leads.
Not form fills.
I look at meetings with the right people, movement inside the account, and how fast deals move once they open up.
If these are going in the right direction, we keep going.
If not, we adjust and stay nimble.

These steps keep ABM grounded.
Clear.
Practical.
And humans.

If you are building or rebuilding your ABM motion, hope this gives you a simple place to start.

If you want to go deeper, always happy to chat.

I’ve been seeing a pattern in the conversations I have with marketing leaders these days.
Almost every team tells me they want to bring demand gen and ABM closer.
On paper, it sounds like a smart move.
In reality, what they’re trying to do looks very different.

Most of the time, they’re not actually merging two motions.
They’re turning demand gen into a broader, account based way of working.
Something that covers the full market, not just a small list of strategic accounts.

And this is where things start to get messy.

Teams try to make it work without changing the structure.
The work stays with the same people, the same bandwidth, the same capacity,
but the expectations double overnight.

I’ve seen campaign teams pulled in every direction.
One side is asking for personalised emails.
Another side wants account specific landing pages.
ABM managers who were hired to run strategic plays suddenly get pulled into daily campaign work.
And somewhere in the middle of all this, the motion loses its shape.

Sales receive mixed updates.
Marketing tries to personalise for everyone.
Workloads go up.
Impact goes down.
Everyone is running, but the market is not moving with them.

When you look closely, the problem isn’t the strategy.
The problem is the structure that sits underneath it.

A motion that covers your full market needs a more grounded setup.
Clear tiers so everyone knows where to focus.
Clean data you can trust, not just reference.
Defined roles so teams aren’t guessing who owns what.

A shared view of success that sales and marketing follow together.
And enough capacity so the work stays sharp instead of stretched thin.

When all of this comes together, the motion finally clicks.
You start seeing real movement.
Accounts warm up.
Sales feels the difference.
Your message reaches the right people at the right time.
Everything starts working in one direction.

That’s what makes an account based motion scale.
Not more tools.
Not more pressure.
Just the right structure behind the work.

What part of this shift are you seeing most in your teams right now?

As we move towards the end of the year, I’ve been thinking about how much ABM has shifted again in 2025.
There have been new tools, better workflows, and fresh ideas for reaching the right accounts.
But even with all this progress, the foundation still remains the same.

ABM still, and will always, work when the message is clear, the timing feels right, and the experience is relevant to the account.
Everything else is optional.

I remember there was a time when personalisation meant swapping logos on PDFs.
Later, we tried building landing pages for every account.
Then came intent data, alignment decks, and AI-driven outreach that often created more noise than clarity.
Each phase attempted to make things easier, but not all of them improved the experience for the buyer.

This year, I saw many teams dealing with a similar pattern again.
More tools led to more steps.
The processes looked polished, but they didn’t always change the way accounts responded.
Personalisation became something to complete rather than something that created meaning.

But there’s also a shift happening in the other direction.
Teams are simplifying how they work.
They’re removing extra layers and focusing on what actually moves accounts forward.
AI is supporting this shift, not by replacing thinking, but by taking care of the repetitive tasks that slowed everyone down.
It’s now much easier to create thoughtful experiences without stretching your team or losing weeks in execution.

As we step into the new year, I hope more teams bring ABM back to the basics.
Choose the right accounts.
Show up with clarity.
Keep the experience relevant.
And build programs that focus on strengthening relationships, not complicating them.

Because when the approach stays simple, the impact becomes much easier to see.

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