Case Study: Masergy achieves 7x opportunity creation and 50% higher opportunity MRR with D&B Rev.Up ABX

Drive Revenue Success with Scalable ABM Programs Masergy x Lattice

Masergy, a global managed services provider facing competition from some of the largest companies in the world, found traditional B2B marketing ineffective: a direct-channel push generated 25,000 leads in a year but most were low quality or poor fits. Needing a more revenue-focused, personalized approach, Masergy turned to account-based marketing to cut through low engagement and create tailored buyer journeys for high-value accounts.

They chose Lattice for its data-driven account identification, orchestration of outbound activities, and hyper-targeted messaging using intent signals. By building a unified data foundation, running segmented omni-channel campaigns, and measuring ROI, Masergy achieved roughly 7x opportunity creation within named accounts and a 50% increase in opportunity MRR in one year. They plan to expand using Lattice Atlas for AI-driven partner segmentation and deeper intent enrichment.

Masergy