Curious how FlowFuse generated 7-figures in ABM pipeline (at over $4 in pipeline per $ spent) in 8 months and scaled they LinkedIn Ad Spend to 80% of their marketing budget after implementing ZenABM? Read this case study to find out 👇
FlowFuse is a developer tool operating in the industrial IoT space, selling into large enterprises with long sales cycles and multiple stakeholders. Like many B2B SaaS companies, FlowFuse knew exactly whom they wanted to target with Linkedin ABM ads, but struggled to build a predictable, scalable growth engine.
LinkedIn was already part of their marketing mix. The team was running campaigns, generating impressions and engagement. But there was a growing problem: they could not clearly see which target accounts were engaging with which ads, nor what was the impact of the Linkedin Campaigns on Revenue.
Michael Davis, Head of Growth, and Pablo Filomeno, who owns paid media, had a familiar ABM challenge: LinkedIn Campaign Manager showed clicks and CTRs. HubSpot showed contacts and deals. What was missing was a clear, defensible view of how target accounts were moving through the buying journey and whether LinkedIn was actually influencing pipeline.
As Michael put it, “We had a problem with visibility. Being able to have visibility into account-based activity, and also being able to track progress through the buying journey.”
Without that visibility, FlowFuse struggled to answer fundamental questions: Which companies were actually engaging with their ads? Which accounts were warm enough for sales to reach out? And perhaps most importantly – how could the team justify their LinkedIn ad spend?
That gap between activity and results visibility led FlowFuse to ZenABM. ZenABM gave them not only better Linkedin ads ROI reporting, but also a way to operationalize account-based marketing across LinkedIn and HubSpot, with clear stages, clear signals, and a clear story they could stand behind.
What followed was a step change in how FlowFuse ran LinkedIn as a growth channel. ZenABM gave FlowFuse confidence that their Linkedin ads had a positive impact on pipeline – which led the team to scale their Linkedin ads budgets – from just $400 per month to investing 80% of their marketing budget into LinkedIn ABM Ads.
Let’s dive deeper into what results they achieved with ZenABM!
LinkedIn was already a key marketing channel for FlowFuse, but the team lacked clarity on impact and progression.
Before ZenABM:
LinkedIn showed clicks and impressions, but not which companies were engaging
HubSpot showed contacts and deals, but not how LinkedIn influenced them
Sales did not know when accounts were warm enough to reach out
Marketing could not clearly prove LinkedIn’s impact on pipeline
As Michael Davis explained:
“We had a problem with visibility. We could not clearly see account activity or track progress through the buying journey.”
FlowFuse could see which companies engaged with which LinkedIn ads
Sales received clearer signals on when to act
LinkedIn’s impact on pipeline became measurable and defensible
Generated 7-figure LinkedIn-influenced pipeline in 8 months
Measured using a conservative 50+ impression influence threshold
Averaged $4.02 in pipeline per $1 spent on LinkedIn ads
Confidently scaled LinkedIn from $400 per month to 80% of total marketing budget
ZenABM turned LinkedIn ABM from guesswork into a system FlowFuse could trust, scale, and defend.
Before ZenABM, the FlowFuse team struggled with:
As Michael explained: “The problem we were trying to solve was visibility. Being able to have visibility into account-based activity, and really important, being able to not just have initial visibility, but to track progress through the buying journey.”
After implementing ZenABM, FlowFuse saw a clear step change in the efficiency and consistency of its LinkedIn ABM motion. From May through December 2025, FlowFuse generated over seven figures in LinkedIn ABM attributed pipeline, measured using a conservative revenue influence threshold of 50+ ad impressions per account. Across this period, ZenABM reporting showed an average pipeline efficiency of $4.02 generated per $1 of LinkedIn ad spend, with multiple months materially outperforming that baseline as campaigns matured. Just as importantly, pipeline creation accelerated period over period as FlowFuse scaled spend with confidence, demonstrating that improved account-level visibility and journey tracking translated directly into stronger, more defensible pipeline outcomes rather than short-term engagement spikes.
There’s no way we would be spending what we’re spending on LinkedIn right now without the level of visibility ZenABM gives us. We’re now allocating the majority of our net-new pipeline-focused marketing budget to LinkedIn – and it’s actually converting.” – Michael Davis, Head of Growth at FlowFuse
FlowFuse discovered ZenABM through Kyle Poyar’s newsletter – and the decision was straightforward. Two things stood out:
Michael had ABM experience, but what caught his attention was ZenABM’s systematic framework – and the product that “wrapped around” that approach.
“There are a lot of things we’ve now implemented that I wouldn’t necessarily need your product to do. I could go to HubSpot and create audiences and use Clay and pump those accounts. But ZenABM helped not only close the loop with the data, but also create a framework. You’re at the center of that framework. Without that, it’s all DIY – even harder.” — Michael Davis
Instead of stitching together dashboards, workflows, and reporting across tools, ZenABM provided a ready-to-use ABM framework to operationalize LinkedIn ABM fast – and look at how their specific target accounts are moving down the funnel they’ve defined – with ZenABM’s “Account Stages” feature: 
FlowFuse aligned with the philosophy that ABM isn’t a niche tactic — it’s what good marketing looks like when you know which accounts matter and can deliver the right message at the right time. “I don’t even like calling it ABM. For me, it’s just good marketing. If you can identify the accounts you want to go after and target your efforts and resources at them — that’s good marketing.” — Michael Davis
ZenABM became the visibility and orchestration layer connecting LinkedIn and HubSpot — the “hub of the spokes” for FlowFuse’s ABM motion.
Pablo, who manages paid media, joined FlowFuse after ZenABM was already implemented. The immediate impact was clear:
“When I joined, there was so much information available and it was so much easier – the visibility. Before ZenABM, I was doing everything manually through LinkedIn’s Campaign Manager. The way you present all the information and the stages… for me, it was kind of game-changing.” — Pablo Filomeno, Paid Media at FlowFuse
The ZenABM dashboard gave FlowFuse:
For Michael, the HubSpot integration was critical. It solved the “when should sales act?” problem:
We use the integration with HubSpot a lot. That’s really important for tracking and moving accounts through the journey. At some point, there needs to be a sales handoff. Being able to have some signal on when it makes sense for sales to get animated, get really active, and start going outbound – that’s really helpful.” — Michael Davis
With ZenABM syncing engagement data to HubSpot:
ZenABM helped FlowFuse build infrastructure that connects three pillars: LinkedIn, HubSpot, and ZenABM.
“All the infrastructure I built on the HubSpot side was from your guys’ guidance and this approach. Suddenly we have HubSpot audiences being updated automatically as people click and see impressions. ZenABM is at the hub of the spokes for that ABM campaign.” – Michael Davis
This systematic approach meant:
FlowFuse also uses Zena, ZenABM’s AI chatbot, to quickly query their ABM data:
This saves time digging through dashboards and surfaces insights that might otherwise be hidden in the data.
FlowFuse started small — $400 per month on LinkedIn ads. With ZenABM providing visibility into what was working, they incrementally increased spend. Today, FlowFuse allocates 80% of their total marketing budget to LinkedIn — a decision they attribute directly to the confidence ZenABM provided.
Perhaps most importantly, ZenABM gave FlowFuse the confidence to scale:
“There’s no way we would be spending what we’re spending on LinkedIn right now if it weren’t for this. Even though we wish the attribution were tighter, there’s no question that ZenABM has helped us get that confidence.” — Michael Davis
Pablo added: “The thing about attribution is that the data is actually so good that sometimes it feels hard to believe. It’s like, okay, this is really, really going very well, even after using conservative influence rules.”
| Metric | Result |
|---|---|
| LinkedIn Budget Allocation | Grew from $400/month to 80% of total marketing budget |
| Pipeline Spike | Significant pipeline increase in October (visible in ZenABM dashboard) |
| Brand Visibility | Prospects saying “I see you guys everywhere” during sales calls |
| Sales Efficiency | Clearer signals for when to initiate outbound — less wasted effort |
| Executive Confidence | Data to defend LinkedIn ABM investment to leadership |
Beyond the numbers, the team saw real-world validation:
“When we first started, it was great. People were saying things like, ‘Man, I see you guys everywhere.’ Before we started, I wasn’t hearing any of that. So I knew, directionally, this person I’m talking to saw our LinkedIn ads and is here because of it.” – Michael Davis
When asked what made ZenABM different from other solutions, FlowFuse highlighted three things:
ZenABM isn’t just a data connector – it’s a complete ABM framework with the product built around it. This made it “really simple to get started quickly with a professional approach to ABM marketing.
Both Michael and Pablo cited ZenABM’s LinkedIn ABM analytics & revenue attribution dashboard as a standout feature. It provides the visibility and lifecycle tracking that LinkedIn’s native reporting lacks – all in one place. 
The bi-directional HubSpot sync means engagement data, scores, and stages flow into the CRM automatically. No complex workflows to build. Sales can act on the data immediately. 
Beyond the product, FlowFuse benefited from ZenABM’s ABM strategy consulting and guidance:
“What ZenABM is doing – as much or even more valuable to me – is really helping to formalize an ABM approach to marketing that is, for me, the best way to market. You’re helping me create a framework.” – Michael Davis
| Challenge | ZenABM Solution | Result |
|---|---|---|
| No visibility into account-level engagement | Account-level dashboard showing which companies engage with which campaigns | Complete visibility into the buyer journey |
| Couldn’t track progression through ABM stages | Automated ABM stage tracking (Aware → Interested → Considering) | Know exactly where each account stands |
| Unclear when sales should reach out | HubSpot integration with engagement scores and stage data | Clear signals for sales handoff |
| Couldn’t defend LinkedIn spend to executives | Pipeline attribution tied to ABM campaigns | Confidence to scale from $400/month to 80% of budget |
| No framework for professional ABM | Systematic ABM approach with product + strategy support | Operationalized ABM in weeks, not months |
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