Case study: 3EN Limited
From reactive marketing to a predictable growth model.
By shifting from traditional campaign execution to a buyer-visibility-led approach, 3EN moved from reactive marketing to a more intentional, predictable growth model.
more qualified leads entering the CRM
progression from enquiry to signed deal
pipeline attribution and marketing visibility
“We had rising ad costs and no idea which campaigns drove pipeline. Signal gave us visibility into in-market ERP buyers and rebuilt our GTM around real buying signals.”
The challenge
A competitive ERP market with complex, high-value deals
3EN Limited operates in a highly competitive ERP market where deals are complex, high-value, and relationship-driven. Despite ongoing marketing activity, the leadership team faced three growing issues:
Escalating marketing spend with limited clarity on what was driving results
Weak attribution, making it difficult to justify campaigns or forecast ROI
A slow and inconsistent sales pipeline, with long gaps between enquiry and deal progression
The team needed more than new campaigns. They needed a system that aligned marketing effort directly with real buyer demand.
The approach
When the Signal team joined, the focus shifted immediately from activity to visibility. Rather than optimising existing campaigns, we paused marketing entirely to rebuild the commercial engine from the ground up, using the Signal Buyer Visibility Framework.
Mapping 3EN’s ideal customer profile and deal triggers
Identifying in-market companies actively researching ERP solutions
Aligning targeting across paid media, outbound, and messaging
Rebuilding campaigns around verified buying signals instead of broad audiences
Refocusing marketing spend only where demand already existed
The results
Within the 2025 operating period, the impact was clear.
+87% increase in qualified leads entering the CRM
Driven by tighter targeting, improved buyer timing, and reduced wasted spend.
Faster progression from enquiry to signed deal
Sales engaged prospects earlier in their evaluation cycle, reducing friction and shortening decision timelines.
Greater marketing confidence and visibility
Leadership gained a clearer view of which accounts were in motion and how marketing activity influenced pipeline formation.
The outcome
Instead of chasing attention, the team now focuses on engaging the right ERP buyers at the right time, improving efficiency across both marketing and sales.
What is Signal?
Signal is a buyer visibility platform that helps B2B companies identify, prioritise, and engage the right accounts at the right time, across both new business and existing customers. Rather than relying on broad targeting or late-stage inbound leads, Signal surfaces real buying signals and aligns marketing and sales activity to where momentum already exists.
New In-Market Buyers
Signal identifies companies actively researching solutions in your category. This allows teams to prioritise outreach, target ads, and shape messaging around accounts that are already in motion, shortening sales cycles and improving conversion rates.
Strategic Target Accounts
Beyond immediate demand, Signal also supports long-term account strategies. It helps organisations monitor and nurture priority companies they want to win over time, ensuring visibility, relevance, and engagement are built before formal buying begins.
Churn & Expansion Visibility
Signal doesn’t stop at new pipeline. It also highlights when existing customers show signs of researching alternatives, upgrades, or adjacent solutions, giving teams an opportunity to retain revenue, strengthen relationships, and identify expansion opportunities early.
In practice, this means marketing, sales, and account teams are no longer guessing who to focus on. They are acting on verified signals across the full revenue lifecycle, from new opportunity to retention and growth.
Ideal for SaaS, enterprise services, consulting, and B2B platforms.
Book a demo and we’ll show you which accounts in your market are in-market right now, and how we’d run your GTM motion with you.