Case Study

Back to Case Studies

Precision Targeting for Pipeline Acceleration in K-12 EdTech

Summary

A B2B education technology provider serving K-12 school districts needed to accelerate growth within a highly defined niche. Faced with limited in-market demand, role-specific buying committees, and the need to balance brand-building with direct ROI, the organization partnered with Zion & Zion to implement its first account-based media program. The result: a phased, precision-targeted strategy that aligned messaging to intent, reached only the most qualified decision-makers, and dramatically improved sales velocity, deal size, and return on ad spend.

Our Role

  • ABM Strategy
  • Persona-Based Targeting
  • CRM Integration
  • 6sense Integration
  • Paid Search
  • Programmatic Display
  • Demand-Side Platform Optimization
  • LinkedIn Campaign Strategy
  • Conversion Tracking

Summary

A B2B education technology provider serving K-12 school districts needed to accelerate growth within a highly defined niche. Faced with limited in-market demand, role-specific buying committees, and the need to balance brand-building with direct ROI, the organization partnered with Zion & Zion to implement its first account-based media program. The result: a phased, precision-targeted strategy that aligned messaging to intent, reached only the most qualified decision-makers, and dramatically improved sales velocity, deal size, and return on ad spend.

Our Role

  • ABM Strategy
  • Persona-Based Targeting
  • CRM Integration
  • 6sense Integration
  • Paid Search
  • Programmatic Display
  • Demand-Side Platform Optimization
  • LinkedIn Campaign Strategy
  • Conversion Tracking

Results

Zion & Zion’s precision-targeted, multi-channel strategy generated immediate and measurable business impact, accelerating conversions and boosting revenue within a competitive, niche market.

44% increase in ARR
Target accounts to closed won

Challenge

In a niche where only 5% of the market is actively looking for new solutions at any given time, this K–12 education technology provider needed to grow pipeline without wasting resources on irrelevant audiences.

The challenge was hyper-targeting, with the client needing to reach superintendents, operations directors, and nutrition service leaders inside school district buying committees, each with distinct needs and influence levels. Generic impressions and non-qualified clicks wouldn’t move the needle. Success depended on layered segmentation, media efficiency, and creative orchestration across channels like LinkedIn, programmatic display, and paid search, while filtering out under-qualified roles and non-decision-makers.

Solutions

Zion & Zion developed and implemented a multi-channel, persona-focused strategy centered on ABM precision and data-driven media orchestration:

Account-Based Marketing (ABM) Segmentation

Using the client’s full TAM from their CRM and refining it with 6sense intent and fit data, we separated accounts into in-market and out-of-market segments. Programmatic display was used to nurture non-buying accounts with brand-focused messaging, while in-market accounts received stage-based messaging specific to ERP or nutrition products. The 6sense platform enabled real-time adjustments based on engagement and readiness.

Persona Filtering & Targeting

We filtered accounts to include only roles with authority, excluding generic email domains and contacts below director level. Each campaign mapped directly to decision-makers and influencers like superintendents and nutrition leaders, enriched with first-party lists, third-party data, and firmographic filters. This ensured high-intent impressions, better match rates, and relevance at every stage.

Phased Programmatic Strategy

A three-phase evolution began with Google Ads, advanced to third-party overlays (Bombora, LiveRamp), and culminated in a direct DSP integration via The Trade Desk. This transition allowed us to refine audience modeling, eliminate waste, and maximize ROI through algorithmic bidding and granular campaign control.

LinkedIn Optimization

LinkedIn campaigns focused tightly on high-value personas using refined audience definitions and manual bid control. Offline and on-platform conversion tracking through LinkedIn’s Conversion API gave deep insight into channel performance, enabling iterative optimization.

IC{ targeting chart

Conclusion

Through a carefully phased and persona-driven strategy, the organization was able to move qualified audiences seamlessly from awareness to conversion. By aligning outreach to intent signals and filtering by role authority, every stage of the buyer journey was optimized for velocity and impact. The result was a high-efficiency pipeline that transformed engagement into measurable business outcomes at every touchpoint.

Curious what ideas we can come up with for you ?

Get in Touch
Top
This site uses cookies to help deliver a better online experience.