CASE STUDY · ENTERPRISE FRAUD PREVENTION

When Your Entire Market Is 130 Companies , You Can't Afford to Guess

How Somebody Digital turned Appriss Retail’s finite, high-value account universe into a high-precision pipeline machine, more than doubling lead quality and engaging half the market in six months.

6.8x ROAS 130-account TAM 100% Enterprise retail 6-month campaign

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Lead-to-MQL conversion rate

Up from 34.44%

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Rejected-lead rate

Down from 31.44%

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Of the total market engaged

In six months

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Return on total investment

Across the campaign

THE SITUATION

A finite market, and a funnel that was leaking and misdirected.

When they came to Somebody Digital, Appriss Retail was preparing to launch a new enterprise fraud prevention solution into a buying universe of roughly 130 companies, which happened to be every major enterprise retailer in the market. There was no room for broad targeting and no tolerance for wasted impressions.

In Q4 2023, over 31% of the leads generated were being rejected by the sales team, contacts who did not fit, were not ready, or had no path to purchase. Of the leads that did make it through, only 34% were converting to Marketing Qualified Leads.

The pipeline looked busy but was not moving. Budget was being consumed by volume, and revenue was not following.

31.44%Of Q4 2023 leads rejected by sales

34.44%Of the rest reached MQL

A Finite Universe

Companies made up the entire buying universe, every major enterprise retailer in the market. With a TAM this small, every impression had to count and every lead had to earn its place.

A Leaking Funnel

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Practicing legal professionals on staff, yet zero expert citations across the entire site. A business built on legal authority was invisible to the E-E-A-T signals Google ranks on.

A Precision Problem

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The ideal buyer sat in one of two roles, Loss Prevention or Finance, at a stage that needed education before conversion. Generic demand generation was never going to cut it.

WHAT WE DID

Build the whole campaign around the constraint.

With a market this small and this defined, every touchpoint had to earn its place. Somebody Digital rebuilt the strategy from the audience out, phase by phase.

Strategy · Audience alignment

Loss Prevention Finance Lead scoring

Qualified
PipelineONE OUTCOME

LinkedIn · Account-based targeting

The Consumer Returns Report

linkedin.com › sponsored › appriss-retail

Targeted: Loss Prevention and FinanceExact roles · 130 target accounts

Google Ads · Single architecture

Budget controlTightened

A/B testingBuilt in

High-intent captureScaled

Dashboard · Real-time attribution

Live · real-time attribution

80.5%MQL

3.4%Rejected

50%TAM

Flagship content pulled mid-campaign — landing pages and forms rebuilt without breaking stride.

Alignment

Map the buyer. Wire it to sales.

Somebody Digital rebuilt the strategy from the audience out, mapping the two primary personas, Loss Prevention and Finance, and integrating paid activation directly with Appriss Retail's lead scoring framework. Media spend, content, and conversion infrastructure all pointed at one outcome: a qualified pipeline from a defined account list.

Account-Based Media

Reach exact roles inside 130 firms

LinkedIn became the primary ABM vehicle. Somebody Digital deployed surgical targeting to reach exact roles within the target 130 firms, using persona-specific content, anchored by the Consumer Returns Report, to move contacts through awareness and into consideration at a pace that matched the buying cycle.

Demand Capture

One scalable search architecture

Google Paid Search was restructured into a single, scalable architecture to capture high-intent demand as it surfaced, with cleaner budget control and structured A/B testing built in, so the account could scale without ever losing precision.

Attribution

See it working. Adapt in real time.

A real-time attribution dashboard gave the team continuous visibility into what was working, enabling rapid optimization rather than end-of-quarter retrospectives. When flagship content was pulled mid-campaign, Somebody Digital rebuilt high-intent landing pages and form flows to protect conversion efficiency without breaking stride.

THE RESULTS

Precision that more than doubled the quality of the pipeline.

In six months, the campaign reshaped the pipeline entirely.

SIX-MONTH FUNNEL TRANSFORMATION

Lead quality, rebuilt

Lead-to-MQL conversion80.5%

↑ Up from 34.44%

Sales-accepted rate96.6%

↑ Up from 68.56%

Rejected-lead rate3.43%

↓ Down from 31.44%

ACROSS SIX MONTHS

Month-on-month ARR growth

One in every two addressable companies, reached inside a single six-month window.

RETURN ON TOTAL INVESTMENT

6.8x on every dollar in

6.8x

Invested1x

Returned6.8x

Every dollar of investment returned 6.8 in value, over a single six-month campaign.

THE CLIENT'S VERDICT

They doubled down

On the strength of the results, Appriss Retail doubled its media budget for 2025 and committed to a full programmatic ABM rollout.

The strategic insights we gain from Somebody Digital, especially around powerful messaging that informs our overall strategy across both our website and digital ads, are invaluable. We highly recommend Somebody Digital to any client looking for a results-driven and collaborative marketing partner.

Emily Rhodes

VP of Marketing, Appriss Retail

WHAT THIS PROVES

Not awareness. Not reach. A precision problem.

Sometimes the entire market fits on a single spreadsheet, and that is exactly when precision becomes the only strategy worth running. In a TAM of 130 there is no room for approximation, and no ceiling on what surgical execution can deliver.

FROM A DEFINED AUDIENCE

Surgical targeting

A market that fit on one list became a mandate to target with precision, not volume.

FROM SALES QUALIFICATION

Built in from day one

Integrating paid activation with lead scoring meant every lead had to earn its place in the pipeline.

FROM REAL-TIME ATTRIBUTION

Continuous optimization

Three fragmented brands consolidated into one authority, compounding instead of competing.

Somebody Digital’s work with Appriss Retail shows what happens when demand generation is built around a defined audience, integrated with sales qualification from the start, and optimized in real time rather than in retrospect.

LET'S TALK

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