MBO Partners | Case Study in Progress

Most case studies look backward.
This one is happening in real time.

MBO Partners by Beeline has partnered with TechniQ to support strategic engagement with three Fortune 500 accounts through a highly targeted account engagement approach. The objective is not only to accelerate complex sales cycles, but also to deliver more relevant insights and value to clients facing different business challenges. Each account has its own context, whether building a new relationship, navigating complex RFP timelines, strengthening an existing connection, or engaging an organization where no formal relationship exists.

To tackle these various challenges efficiently, TechniQ worked with MBO Partners to launch a CustomCut pilot across the target accounts.

What is CustomCut?

TechniQ’s CustomCut starts with a thought leadership piece the client has already invested time and money creating — for example, a report or eBook — and transforms it into a highly personalized 1:1 asset for a specific target account.

Leveraging an existing asset makes it approachable from both a time and budget perspective. The approach is built around two objectives: increasing relevance and adding value within target accounts; and making one-to-one ABM more scalable.

Objective 1: Cut-through:

To earn attention in complex enterprise buying environments,  a message needs to earn attention, create urgency and open doors. CustomCut achieves this through three elements:

• Relevance at speed
  Deep, account-specific insights that connect a target company’s strategy and business priorities directly to the offering and create more meaningful, account-relevant conversations.

• Timeliness
  Leveraging current business moments like earnings reports, leadership changes, or market shifts to create immediate relevance.

• Uniqueness
  Turning existing thought leadership into executive-ready narratives tailored specifically to each customer.

Objective 2: Scalable ABM:

One-to-one ABM has always had a weakness: personalization is difficult to scale.

The MBO CustomCut pilot demonstrates how human expertise, thoughtfully combined with AI, can help overcome that barrier without sacrificing relevance or customization.

As Kristen Schiffner, VP of Marketing at MBO Partners, explains:

“The real breakthrough wasn't the asset itself, although the end product that we created was terrific! It was creating a repeatable process that combined sales insight, account intelligence, marketing content, and AI-assisted analysis into something highly relevant for a specific account.”

To her point, after the initial insight and strategy phases the first CustomCut took 22 business days to produce. The second account’s CustomCut was produced in 12 days. The third: 7 days.

That efficiency is not the result of templated work. Each account has different industry concerns, business challenges, stakeholders, and sales obstacles. The gains come from a combination of human expertise, account research, and AI-assisted analysis that becomes more refined as additional accounts are incorporated into the process.

That matters for marketing leaders balancing ABM alongside brand, demand generation, Martech, and countless competing priorities.

Beyond the assets themselves, the pilot also demonstrated a new operating model for account-based engagement, bringing together sales insight, marketing content, external account intelligence, and AI-assisted analysis to create highly relevant account-specific assets.

Phase 1 Results

The initial goal was straightforward: create sales-accepted assets.

In cross-sell situations, account owners won’t risk sharing content that feels generic or irrelevant with their key accounts. Their willingness to use the assets became an important signal.

Early outcomes:

• Positive feedback from account teams supporting the strategic accounts

• Executive interest in expanding the approach to additional oppourtnities

• Stronger alignment between Sales, Marketing, and Account Management teams on account-specific messaging and timing.

• Use of CustomCuts and supporting field notes in active account conversations

One account executive’s reaction:

“This is wonderful!”

The second goal of the initial phase was to build a functional and a repeatable intelligence engine capable of turning real-world events into immediate strategic engagement opportunities.

That foundation is now in place.

When one target account released earnings, the team was able to produce timely, insight-driven field intelligence the very same day,  enabling outreach while the moment still mattered.

Another sales rep had this to say about the Field Notes:

“Oh, these things are fantastic!”

The pilot is still underway, with CustomCuts and supporting field notes now being used in active account pursuits. Future updates will focus on account engagement, pipeline influence, and lessons learned as the program expands. Keep an eye out for the next installment, as these CustomCuts meet the market.