Building an Account-Based Demand Engine for AI in KSA Banking.
A sophisticated AI and data science offer, translated into a structured, measurable acquisition system for one of the most stakeholder-heavy buying committees in the region: KSA financial services.
Account-Based Marketing, Full Acquisition System
What was broken.
Zenith Arabia AI needed to communicate complex, technical AI use cases to senior banking leaders spanning technology, data, operations, risk, compliance, customer experience, and digital transformation, a market where buying decisions are inherently complex and stakeholder-heavy. The mandate: make sophisticated AI solutions understandable, build credibility, segment messaging by banking use case and persona, and convert qualified attention into measurable leads.
What we did about it.
A two-phase acquisition model, connecting strategic messaging, use-case content, paid acquisition, ABM outreach, SEO, landing pages, and lead nurturing into one measurable system:
Phase 1, Attention to Owned Assets
Target accounts introduced to Zenith Arabia AI through paid advertising, LinkedIn, Google campaigns, SEO, social content, email outreach, and dedicated landing pages.
Phase 2, Lead Generation & Nurturing
Once prospects engage, the system moves them into a direct relationship through gated content, demo requests, email nurture sequences, webinars, product education, and CRM/marketing automation.
Persona Segmentation
Messaging segmented across four persona clusters, Customer Intelligence, Risk & Compliance, Operational Efficiency, and Advanced Analytics, each mapped to specific banking use cases: customer lifetime value, KYC and credit scoring, fraud detection, generative AI for banking, and more.
Media & ABM Plan
The full media plan spans Google Display Network, Performance Max, Google Search, and LinkedIn traffic, lead, and video-view campaigns, combined with Apollo-based account identification, contact enrichment, and personalized outreach sequences.
Operating Scope
Up to 20 monthly multimedia content pieces across 4 social platforms with daily moderation; ABM outreach of 2 sequences at 4–6 messages each, reaching up to 25,000 prospects per month; SEO across KSA in English and Arabic with 15 articles per month; and full marketing automation covering lead scoring, segmentation, A/B testing, and marketing-to-sales feedback loops.
What it produced.
Projected blended click-through rate across the all-segments campaign layer
Persona-specific campaign layers, each with its own budget, targeting, and lead projection
What it leaves behind.
A launch-ready acquisition framework connecting awareness, landing-page traffic, lead generation, and nurturing.
Banking-specific use-case messaging with full persona segmentation.
A paid-media plan across Google and LinkedIn.
An ABM operating model built on Apollo for account identification, enrichment, and structured outreach.