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60% of Pipeline using ABM: Rashmica’s playbook for driving million dollars pipeline

Meet the protagonist and her gameplan!

Achievements

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Target

1000 + Fashion & Furniture Retail Accounts

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Play

Multi-stage, signal-driven ABM motion

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Performance

5-6% CTR

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Result

60% pipeline through ABM

Plot Twist in 3 Moves

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The Challenge

  • Top‑of‑funnel prospects had stalled, speeding down the pipeline across regions.
  • Broad campaigns couldn’t spark renewal interest or move deals forward
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The Shift

Rashmica switched to Recotap’s signal-driven ABM strategy: ICP defined wrt regions, sectors & Seniorities, Personalized Multi-Stage ABM Campaign

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The Win

ABM grew to 60% of Vue.ai’s pipeline, boosted CTR to 6%, and helped close a $1M deal—powered by a one-person team using Recotap

What does Vue.ai do?

Vue.ai, from Mad Street Den, powers AI-led retail automation for fashion and furniture brands offering tools like smart tagging, visual search, and 1:1 personalization.

Why couldn’t Rashmica hit snooze on this challenge?

Top of funnel prospects in both fashion and furniture retail weren’t moving across to the sales‑ready leads segment.

Thinning awareness pipeline on the top end and leaking ARR on the back end led to doubling of revenue shrink.

Enter ABM Wingman

Rashmica knew that to reverse this, the team needed to go beyond broad outreach and adopt a buyer-centric, intent-driven methodology customized for each stage of the funnel.

To execute this vision, Rashmica’s team turned to Recotap’s Account-Based Marketing (ABM) platform.

ICP-Based Segmentation

The first step was to define Ideal Customer Profiles (ICPs) for each region and sector. This allowed Rashmica’s team to create audience segments tailored to local buying behaviors and industry priorities.

1:1 Campaigns

Accounts

1:1 Campaigns

Targeted Personas

Stage 1: Awareness Campaigns (1:Many)

Rashmica launched multi-stage awareness campaigns with clear, ICP-specific messaging. Each region ran 2–3 month campaigns featuring informative, solution-driven ad creatives across LinkedIn & programmatic channels. The goal was to introduce Vue.ai’s capabilities while building top-of-mind awareness.

Few campaigns also included a set of existing accounts to showcase what’s new & improved with the features and what can be a game changer. The creatives were designed accordingly to choose Vue.ai as a product again.

1:1 Campaigns

Stage 2: Engagement Campaigns (1:Few)

As engagement metrics rolled in, she and her team dynamically refreshed segments identifying high-intent accounts and moving them into the next wave of campaigns. These 1:Few campaigns lasted 1–2 months and focused on deeper messaging including product capabilities, use cases, and social proof.

1:1 Campaigns
1:1 Campaigns

Stage 3: Consideration Campaigns (1:1)

Accounts showing strong buying signals were then targeted with 1:1 personalized ads crafted at scale using Recotap. This final 4–5 week phase was all about relevance and conversion, with messaging tailored to the specific pain points and context of each account.

1:1 Campaigns

Rashmica’s Victory Lap

Thanks to a structured, multi-stage ABM approach and Recotap’s automation, Vue.ai:

  • 5–6% CTR on LinkedIn through personalized ads
  • Grew ABM’s pipeline contribution from 10% to over 50–60%
  • Closed a $1M enterprise deal nurtured via ABM
  • Turned 70–80% of key accounts into digital-aware prospects

“We asked closed accounts how they heard of us—most had seen us digitally. That’s when we knew ABM was working.”

Key Takeaways

Rashmica Rajendhran’s leadership in digital marketing and demand generation proved pivotal in turning Vue.ai’s TOFU challenges into a high-yield pipeline engine. This case underscores the power of targeted ABM, data-driven segmentation, and personalized messaging in modern B2B marketing.

More about Rashmica Rajendhran

Rashmica Rajendhran, Associate Director – Digital Marketing & GTM Strategy at Mad Street Den, led global demand gen for Vue.ai. She brings sharp campaign instincts and a flair for strategic pipeline acceleration.

Sneak Peek Inside: Explore What’s Possible with Recotap

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ABM Signal Hub

Identify and prioritize high-intent accounts using integrated signals

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Smart Segments

Auto-segment accounts based on intent and behavior

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LinkedIn ABM Campaigns

Run targeted, full-funnel LinkedIn campaigns

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Ad Personalization

Serve 1:1 personalized LinkedIn ads at scale

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Web Personalization

Deliver dynamic landing pages no code needed

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AI Insights

Track engagement and campaign performance instantly

In Case-study

Meet the protagonist and his gameplan!
Plot Twist in 3 Moves
Rashmica’s Victory Lap
Sneak Peek Inside: Explore What’s Possible with Recotap

Ready to join Rashmica’s League of Marketers?

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Request a demo
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