# Case Study: How FlowFuse generated 7-figures in ABM pipeline & Scaled LinkedIn Ad Spend to 80% of Their Marketing Budget with ZenABM

> 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?

Author: Emilia Korczynska
Published: 2026-03-22
Updated: 2026-03-23
Categories: Case Studies
Source: https://zenabm.com/blog/flowfuse-zenabm-case-study

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![CASE STUDY How FlowFuse generated 7-figures in ABM pipeline & scaled LinkedIn Ad Spend to 80% of Their Marketing Budget with ZenABM](https://cdn.zenabm.com/media/CASE-STUDY-How-FlowFuse-generated-7-figures-in-ABM-pipeline-scaled-LinkedIn-Ad-Spend-to-80-of-Their-Marketing-Budget-with-ZenABM.png)

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** ](https://flowfuse.com/)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](/blog/measure-linkedin-ad-engagement-target-accounts) 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](/use-cases/linkedin-campaign-management-optimization) 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](/blog/linkedin-ad-pipeline-influence-tracking).**

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.”**

![Michael Davies and Pablo Filomeno of FlowFuse on a video call discussing their ABM results](https://cdn.zenabm.com/media/Michael-Davies-Pablo-Filomeno-from-Flowfuse.png)

Without that visibility, FlowFuse struggled to answer fundamental questions: Which [companies were actually engaging](/blog/track-companies-engaging-with-linkedin-ads) 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](/crm-sync)**. ZenABM gave them not only **better [Linkedin ads ROI](/blog/track-the-roi-of-linkedin-ads) 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!

## Scaling Linkedin ABM with ZenABM: Case study Summary

- **Company:** FlowFuse – a developer tools company in the industrial IoT space,
- **Industry:** Developer Tools / Industrial IoT
- **Team:** Michael Davis (Head of Growth) & Pablo Filomeno (Paid Media)
- **Problem: Lack of visibility into what was actually working**LinkedIn was already a key marketing channel for FlowFuse, but the team lacked clarity on impact and progression.
**Before ZenABM:**
As Michael Davis explained:“We had a problem with visibility. We could not clearly see account activity or track progress through the buying journey.”**After implementing ZenABM:****Results:**ZenABM turned [LinkedIn ABM](/blog/linkedin-abm) from guesswork into a system FlowFuse could trust, scale, and defend.
    - [LinkedIn showed clicks and impressions](/blog/linkedin-ad-roi-attribution-clicks-vs-impressions), but not **which companies** were engaging
    - HubSpot showed contacts and deals, but not **how LinkedIn influenced them**
    - [Sales did not know **when account](/blog/rollworks-for-abm)s** were warm enough to reach out
    - [Marketing could not clearly **prove LinkedIn’s**](/blog/how-do-linkedin-ads-work) impact on pipeline
    - FlowFuse could see **which companies engaged with which LinkedIn ads**
    - [Accounts were tracked through **clear ABM stages**](/use-cases/account-scoring)
    - 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**

## The Challenge: Visibility Into the Account Journey

Before ZenABM, the FlowFuse team struggled with:

- **No visibility into account-based activity** –  They could see campaign-level metrics in [LinkedIn Campaign Manager](/blog/linkedin-campaign-manager-crm-integration), but couldn’t tell which specific companies were engaging. This changed once they’ve implemented ZenABM – they could instantly see which companies are engaging with their LinkedIn ads campaigns, which ones, and how much:
- **No way to track progress through the buying journey**  – Accounts would engage, but there was no system to track whether they were warming up and moving down the funnel (so the marketing team could  notify the **sales team about the hottest, most engaged accounts)** or not engaging with the campaigns are staying cold. Since implementing ZenABM, FlowFuse team got visibility into the account stage of each account they were targeting:
- **Unclear signals for sales handoff** –  Without account-level engagement data, sales couldn’t tell when to start outbound. Going after accounts too early was “really rough” and inefficient
- **Difficulty defending results to leadership** –  Even when the dials were moving, Michael couldn’t confidently [attribute pipeline to LinkedIn ABM](/blog/linkedin-abm-pipeline-reporting-tools) efforts. With **ZenABM’s LinkedIn ABM revenue attribution dashboard** – FlowFuse’s growth team could finally defend the campaign’s influence on pipeline and revenue, by showing the correlation between the number of Linkedin ad impressions in the target accounts, and opening pipeline:

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.”***

## FlowFuse’s Results: 7-figures in LinkedIn-influenced pipeline after 8 months

After implementing [ZenABM](/book-a-demo), 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](/blog/revenue-attribution-from-linkedin-abm) 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.

## Why FlowFuse Chose ZenABM

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](https://www.growthunhinged.com/p/a-very-tactical-guide-to-abm) – and the decision was straightforward. Two things stood out:

### 1. A Systematic, Productized ABM Approach

Michael had ABM experience, but what caught his attention was [ZenABM’s](/blog/linkedin-ad-reporting-by-company-zenabm) 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](/blog/clay-for-target-account-list-building-abm). 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](/blog/linkedin-abm-strategy) to operationalize LinkedIn ABM fast – and l**ook at how their specific target accounts are moving down the funnel they’ve defined** – with ZenABM’s “Account Stages” feature:

### 2. The “ABM is Just Good Marketing” Mindset

FlowFuse aligned with the philosophy that [ABM isn’t a niche tactic](/blog/abm-for-hard-to-reach-audiences) — 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

## How ZenABM Helped FlowFuse

ZenABM became the **visibility and orchestration layer** connecting LinkedIn and HubSpot — the “hub of the spokes” for FlowFuse’s ABM motion.

### 1. Account-Level Visibility Through the Dashboard

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](/linkedin-ad-campaign-insights). 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](/blog/linkedin-ad-engagement-analytics-zenabm) gave FlowFuse:

- **Account-level engagement** [tracking –  See which companies](/faq/see-companies-engaging-with-linkedin-ads) are engaging with which campaigns, not just aggregate metrics
- [ABM stage progression – Track accounts](/blog/linkedin-abm-tools-account-tracking) moving from Aware to Interested to Considering
- **Lifecycle visibility** – Understand where accounts are in the buying journey at any given time

![ZenABM Company LinkedIn ad engagements in ZenABM](https://cdn.zenabm.com/media/Company-LinkedIn-ad-engagements-in-ZenABM-1-1-scaled.png)

### 2. HubSpot Integration for Sales Handoff Signals

For Michael, the [HubSpot integration](/blog/push-linkedin-ad-engagements-into-hubspot) was critical. It solved the “when should sales act?” problem:

> We use the [integration with HubSpot](/blog/linkedin-ads-hubspot-integration-steps) 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](/use-cases/account-scoring) data to HubSpot:

- **Engagement scores and ABM stages** are written directly to company properties in Hubspot:
- **Sales can see which accounts are warming up** without leaving their CRM
- **Workflow triggers** can **automatically assign accounts to BDRs** when they reach **“Interested” stage:**

![CRM property settings showing ZenABM LinkedIn ad impression metrics fields ready to receive campaign data](https://cdn.zenabm.com/media/How-to-push-LinkedIn-ad-impressions-into-your-CRM-using-ZenABM.png)

### 3. The Three-Pillar ABM Framework

ZenABM helped FlowFuse [build infrastructure that connects](/blog/linkedin-ad-crm-integration-why-and-how-to-build-it) **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.”](/blog/abm-strategy-types) **– Michael Davis**

This systematic approach meant:

- **LinkedIn audiences automatically update** based on [account engagement](/blog/linkedin-ad-engagement-account-level) levels
- **Accounts progress through stages** without manual intervention
- **All data flows into HubSpot** where sales and executives can access it
- **Deals are clearly attributed to specific campaigns** 

### 4. Zena AI for Quick Data Queries

FlowFuse also uses **Zena**, ZenABM’s AI chatbot, to quickly query their ABM data:

- *“Which job titles had the most clicks in November?”*
- *“Which deals were [influenced by LinkedIn campaigns?”](/blog/linkedin-ad-reporting-tools-for-abm)

- *“What’s the inventory performance for video ads?”*

This saves time digging through dashboards and surfaces insights that might otherwise be hidden in the data.

## The Results: From $400/month to 80% of Marketing Budget on LinkedIn

FlowFuse started small — **$400 per month** on LinkedIn ads. With [ZenABM providing](/company-buyers-intent) 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](/blog/multi-touch-attribution-linkedin-ads) provided.

### The Confidence Factor

Perhaps most importantly, [ZenABM gave FlowFuse the **confidence** to scale:](/blog/account-scoring-from-linkedin-ad-data)

> “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.”*

### Key Results:

| 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](/blog/linkedin-thought-leader-ads-for-abm) investment to leadership |

### Qualitative Proof: “I See You Everywhere”

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**

![LinkedIn Ad Library grid of FlowFuse's live sponsored ads from its ZenABM-run ABM campaigns](https://cdn.zenabm.com/media/Flowfuse-LinkedIn-ABM-ads-running-with-ZenABM.png)

## What Made ZenABM Stand Out

When asked what made ZenABM different from other solutions, FlowFuse highlighted three things:

### 1. Framework + Product

ZenABM isn’t just a data connector – it’s a complete [ABM framework](/blog/linkedin-abm-strategy) with the product built around it. This made it “really simple to get started quickly with a professional [approach to ABM](/blog/exploring-8-advanced-abm-approaches) marketing.

### 2. The Dashboard Experience

Both Michael and Pablo cited [ZenABM’s LinkedIn ABM analytics & revenue attribution](/blog/linkedin-ad-data-enrichment-in-crm) **dashboard** as a standout feature. It provides the visibility and lifecycle tracking that [LinkedIn’s native reporting](/blog/linkedin-abm-advertising-analytics) lacks – all in one place.

### 3. CRM Integration That Actually Works

The bi-directional HubSpot sync [means engagement data](/blog/account-penetration-strategy-guide), scores, and stages flow into the CRM automatically. No complex workflows to build. Sales can act on the data immediately.

## The Value of ZenABM’s Strategy Support

Beyond the product, FlowFuse benefited from ZenABM’s [**ABM strategy consulting](/implementation-services) and guidance**:

- [**ABM framework design**](/blog/linkedin-account-based-marketing-what-is-it-strategy-for-2026) – How to structure campaigns, audiences, and stages, how to create winning LinkedIn ads 

- **HubSpot infrastructure guidance** –  Building the right workflows and properties
- **Ongoing optimization discussions** –  Regular calls to review performance and plan improvements

***“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**

## Summary: How ZenABM helped FlowFuse solve their account-visibility challenges & achieve their LinkedIn ABM results:

| Challenge | ZenABM Solution | Result |
| No visibility into account-level engagement | [Account-level dashboard](/faq/see-companies-engaging-with-linkedin-ads) showing which companies engage with which campaigns | Complete visibility into the buyer journey |
| Couldn’t [track progression through ABM](/faq/abm-conversion-rates-linkedin-ads) stages | [Automated ABM stage tracking](/blog/linkedin-ad-to-crm-automation-tools) (Aware → Interested → Considering) | Know exactly where each account stands |
| Unclear when sales should reach out | [HubSpot integration](/blog/push-linkedin-ad-engagements-into-hubspot) with engagement scores and stage data | Clear signals for sales handoff |
| Couldn’t defend LinkedIn spend to executives | [Pipeline attribution](/blog/linkedin-campaign-manager-crm-integration) 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](/blog/linkedin-abm-strategy) support | Operationalized ABM in weeks, not months |

## Get Started with ZenABM

Ready to get the same visibility and confidence in your LinkedIn ABM that FlowFuse achieved? [**Start your 37-day free trial**](https://app.zenabm.com/signup) — connect your LinkedIn Ads account and HubSpot in minutes, and see which accounts are engaging with your campaigns today.

- **Account-level visibility** — [See which companies engage with which campaigns](/faq/see-companies-that-saw-your-linkedin-ads)
- [ABM stage tracking — Monitor accounts](/blog/how-do-linkedin-ads-work) progressing through the buyer journey
- **HubSpot/Salesforce** [integration — Push engagement](/blog/push-linkedin-ad-engagements-into-hubspot) data to your CRM automatically
- **Pipeline attribution** — Tie revenue to your [ABM campaigns](/blog/structure-linkedin-abm-campaigns)
- **Zena AI** — Ask questions about your [ABM data](/abm-campaign-analytics-dashboards) in natural language

Plans start at **$59/month**. [See pricing](/pricing) or [start your free trial](https://app.zenabm.com/signup).

## Related Resources

- [LinkedIn ABM Strategy: The Complete 2026 Guide](/blog/linkedin-abm-strategy)
- [How to Push LinkedIn Ad Engagements into HubSpot](/blog/push-linkedin-ad-engagements-into-hubspot)
- [LinkedIn Ad Engagement Analytics for Successful ABM](/blog/linkedin-ad-engagement-analytics-zenabm)
- [How to See Which Companies Engaged With Your LinkedIn Ads](/faq/see-companies-engaging-with-linkedin-ads)
- [LinkedIn ABM Benchmarks Report 2026](/linkedin-abm-benchmarks-report)

## Images

- https://cdn.zenabm.com/media/Flowfuse-target-ABM-companies-moving-down-the-funnel-in-ZenABM-scaled.png
- https://cdn.zenabm.com/media/Flowfuse-ABM-Stages-reports-ZenABM-1.png
- https://cdn.zenabm.com/media/Flowfuse-LinkedIn-ABM-ROI-attribution-dashboard-in-ZenABM.png
- https://cdn.zenabm.com/media/Flowfuse-ABM-campaign-effectiveness-report-from-ZenABM.png
- https://cdn.zenabm.com/media/Flowfuse-ABM-Stages-reports-ZenABM.png
- https://cdn.zenabm.com/media/ZenABM-metrics-visible-as-company-properties-in-HubSpot-CRM-using-ZenABMs-sync-2.png
- https://cdn.zenabm.com/media/ZenABM-deals-company-journey-overview-.png
- https://cdn.zenabm.com/media/Analyze-Your-LinkedIn-Ads
performance-impact-on-revenue-with-AI-1.png
- https://cdn.zenabm.com/media/Top-performing-ABM-campaigns-1.png
- https://cdn.zenabm.com/media/comparison-of-engagement-between-job-titles.png
- https://cdn.zenabm.com/media/companies-with-the-most-clicks-Zena-AI-by-ZenABM.png
- https://cdn.zenabm.com/media/ZenABM-LinkedIn-ABM-Performance-Benchmarks-Report-Dashboard.png
- https://cdn.zenabm.com/media/ZenABM-Hubspot-CRM-LinkedIn-campaign-metrics.png
- https://cdn.zenabm.com/media/flowfuse-top-performing-ads.png