# Worked campaign adaptation: customer workflow workshop

Fictional worked example. This is a proposed campaign, not a client result.

Version: 2026-10-25. Companion page: https://maestrogtm.com/account-based-marketing-examples/

All business details, account counts, capacity limits, and planning choices below are invented to demonstrate the brief. Only the Bonterra source description is historical. No campaign has run and no outcome is claimed.

## Number provenance

| Number | What it describes | Provenance |
|---|---|---|
|20 candidate accounts; one known contact each|The fictional reader cohort and coverage|Explicit fictional reader inputs|
|30-minute workshop; previous 30 days of notes|The fictional offer and available evidence|Explicit fictional reader inputs|
|Zero new media spend; four marketing hours and four workshops per week|The fictional capacity limits|Explicit fictional reader inputs|
|5–15 stakeholders; 24 hours; 19 influenced opportunities; four wins in four months|Bonterra selection, follow-up, and reported outcomes|Historical case; never reader inputs|
|One business day; 30-day observation window|Suggested response commitment and measurement period|Proposed adaptation, not an agreed input|

## 1. Your campaign inputs

- Brief title: Help existing customers automate their monthly reporting workflow.
- Owner role and date/version: Customer marketing lead; 2026-10-25; draft 1.
- Selected case and reason: Bonterra. Its expansion offer and sales handoff fit a service that helps existing customers use more of their software.
- Buying situation: Customer expansion.
- Offer and buyer problem: A fictional B2B reporting platform offers a paid implementation service. Customers already use its basic reports but still assemble a monthly management pack by hand. The first conversation is a 30-minute workflow workshop to identify the manual steps and whether the service fits.
- Eligible accounts and exclusions: The fictional customer-success review identifies 20 existing accounts using basic reports, with a recurring manual management-pack task and no implementation service. Exclude accounts with an unresolved support escalation, an active implementation project, or a recorded request not to receive campaign messages. Freeze the final list before the test. Use aliases Account 01 through Account 20 in planning documents.
- Buying roles and known coverage: Operations owner and reporting administrator. The scenario supplies one known operational contact per account. Additional role coverage is Unknown; account owners need to check it.
- Existing signals: The scenario supplies customer-success notes from the previous 30 days documenting manual reporting work. These identify a problem, not a promise to buy the service.
- Channels and assets available: Existing account-owner conversations, customer email, an owned landing page, and a product walkthrough. Paid advertising access and match coverage are Unknown and are not assumed.
- Budget and team capacity: Fictional constraints of zero new media spend, four hours of marketing work a week, and a maximum of four workshops a week.
- Sales owner and follow-up capacity: Each account has an assigned customer-success manager in this scenario. Managers can offer the workshops, but a response-time commitment is Unknown.
- Current baseline: Unknown. No comparable historical account-to-workshop rate is supplied. The program starts without a claimed uplift benchmark.

## 2. What the selected source documents

Source: Influ2's Bonterra case, https://www.influ2.com/case-studies/bonterra

Bonterra used buying-stage account lists and segments of 5–15 stakeholders per account across expansion, competitor, and event campaigns. Its expansion ads offered additional success services to existing customers. Engagement went to Sales in Slack. Leadership intervened when a rep had not followed up within 24 hours, and contacts entered a Salesloft sequence mapped to their interactions.

Influ2 reports 19 influenced opportunities and four closed-won deals in four months for the expansion campaign. It does not supply the account denominator, revenue, or an isolated causal effect. Those figures do not establish four incremental wins caused by advertising.

## 3. Your proposed adaptation

Proposed campaign for the fictional reporting platform.

Borrow the connection between a specific customer need, an expansion offer, and an assigned owner. The proposed campaign uses existing customer channels because this scenario has no new media budget. It does not copy Bonterra's paid delivery or assume 5–15 contacts per account.

The cohort is the 20 eligible accounts in the scenario, subject to the account owners' final exclusions. The message is: “Bring one monthly report to a workflow workshop. We'll map the steps you can automate and identify where implementation help would be required.” The proof asset is a short product walkthrough showing the actual automation steps. Any claimed feature must be checked in the product before the asset is shared.

| Stage | Entry rule | Asset/message | Channel | Next action | Owner role |
|---|---|---|---|---|---|
| Check fit | Account meets the proposed eligibility rule | Brief summary of the manual reporting task | Internal account review | Confirm problem, owner, and exclusions | Customer-success manager |
| Introduce workshop | Owner confirms fit and channel eligibility | Workshop outline and relevant walkthrough | Existing customer conversation or email | Offer a workshop when appropriate | Customer-success manager |
| Explore the task | Customer requests the workshop | Customer's redacted workflow summary and product walkthrough | Scheduled workshop | Map the task and discuss implementation fit | Customer-success manager |
| Agree next step | Customer confirms a need the service can address | Scope summary with known requirements and open questions | Existing account conversation | Offer a scoped service discussion | Account owner |
| Close the loop | Customer declines, does not fit, or completes the discussion | Status note | CRM | Stop campaign touches or move to the agreed next step | Account owner |

These are proposed steps. A page view alone does not move an account to a service discussion.

## 4. Sales handoff

| Signal | Routing destination | Owner role | Response window | Follow-up action | Stop or exit rule |
|---|---|---|---|---|---|
| Customer explicitly requests a workshop | CRM task on the existing account | Assigned customer-success manager | Proposed: one business day; agreement is Unknown | Confirm the task and arrange a workshop within weekly capacity | Stop campaign messages if the customer declines or asks to stop |
| Workshop identifies a service need the customer wants to discuss | Account opportunity record | Account owner | Proposed: agree the next step during the workshop | Record scope and customer-requested next action | Exit if the service is not a fit; do not count a conversation as a sale |

The customer marketing lead needs to agree routing and capacity with the account owners. Bonterra's reported 24-hour intervention is historical context, not this team's agreement.

## 5. Measurement

- Primary account-level outcome: Eligible accounts that complete a workflow workshop during the proposed 30-day observation window.
- Numerator and denominator: Numerator is the number of distinct accounts in the frozen cohort completing at least one workshop in that window. Denominator is all eligible accounts in the frozen cohort, including those that receive no message or do not respond. Count each account once. The scenario starts with 20 candidates; the denominator becomes 20 only if all 20 remain eligible when the list is frozen.
- Fixed cohort and observation window: Freeze eligibility immediately before any campaign activity. Proposed window is 30 calendar days from that recorded start. Do not remove nonresponders to improve the rate. Record later disqualifications separately and explain them.
- Data source and reporting owner: CRM activity records, workshop completion notes, and the frozen eligibility list. Customer marketing lead compiles the report; account owners confirm completion records.
- Secondary engagement diagnostic: Distinct cohort accounts explicitly requesting a workshop. Report that count separately from completed workshops. Page views can help diagnose whether the material was seen but do not prove buying intent.
- Baseline and comparator: Unknown. No historical comparator or randomized holdout is provided. The first report describes this cohort's activity and outcomes, not incremental lift.
- What the measurement can show: How many eligible accounts requested and completed a workshop, and what subsequent service discussions were recorded. Record influenced opportunities and closed deals separately if they occur; their existence does not show the campaign caused them.
- What stays separate: Account counts, individual attendees, opportunities, and closed deals. This is expansion among existing customers, not acquisition of new customers.

No result is forecast. Bonterra's four-month results are not applied to this 30-day proposal.

## 6. Open questions and next action

1. Which of the 20 candidate accounts still qualify after exclusions? Each customer-success manager can confirm the accounts they own.
2. Can account owners agree the proposed one-business-day response and four-workshops-per-week limit? The customer-success lead can confirm or revise both.
3. Is there a comparable historical cohort with recorded workshop completions? The reporting owner can check the CRM; keep the baseline Unknown if there is no defensible comparison.

Next planning action: Review the candidate cohort and proposed workshop with the customer-success lead, then record the agreed eligibility and capacity. This document has not sent messages or activated a campaign.