12 opportunities created with the largest financial institutions in Australia and New Zealand.
OutSystems needed to break into ANZ Tier 2 banks and insurers, a market they had never run ABM in before. They needed both the strategy and the execution to make it work.
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About OutSystems
OutSystems is a billion-dollar low-code software platform with over 2,000 employees worldwide. Their platform helps enterprises build, deploy, and manage applications faster than traditional development. In the ANZ market, they saw a significant opportunity in Tier 2 financial services, specifically banks and insurers under pressure to modernise but hadn’t yet adopted low-code.
How the campaign was structured
OutSystems ran a Scale ABM (1:Few) program targeting the Insurance and Banking sector in ANZ, focusing resources on a defined cluster of high-value accounts rather than broad demand generation.
What OutSystems was up against
The ANZ financial services sector is notoriously difficult to penetrate. Tier 2 banks and insurers are conservative buyers, sceptical of new technology vendors, and largely unaware of how low-code development could solve their modernisation challenges. OutSystems had the product but no foothold, no local ABM experience, and no playbook.
- Had never run an ABM campaign in the ANZ region and needed guidance on both strategy and execution.
- Needed to educate target accounts about low-code software development, a category many ANZ financial institutions were unfamiliar with.
- Facing significant resistance penetrating the conservative financial sector without established relationships or brand recognition in the segment.
How xGrowth built the solution
Given OutSystems had no existing relationships in ANZ financial services and needed to educate before they could sell, a two-cluster Scale ABM approach was the right fit. It allowed for highly personalised outreach at a level of efficiency that a 1:1 approach couldn’t sustain across the number of accounts required.
We identified Tier 2 banks and insurance companies across ANZ and grouped them into two distinct clusters based on their profile, size, and technology maturity. This allowed messaging to be tailored per cluster while maintaining efficiency across the full account set.
Before pitching OutSystems, accounts needed to understand the low-code category and why it mattered for financial services modernisation. We built bespoke whitepapers and content for each cluster, leading with the business problem rather than the product.
We ran coordinated warm-up campaigns across LinkedIn, Twitter, and IP-targeted display advertising to build familiarity with OutSystems before any direct outreach landed. Direct mail and handwritten letters created a physical touchpoint that cut through the digital noise.
We built phone, email, LinkedIn, and video scripts for the OutSystems sales team and ran a LinkedIn social selling program alongside the campaign. The sales team was equipped to continue conversations the campaign started, ensuring nothing fell through the gaps at handover.
What we actually did
The ANZ financial sector responds to tangibility. Personalised physical outreach combined with digital warming created a multi-touchpoint approach that generic digital campaigns couldn’t replicate.
"xGrowth were very truthful and very honest. If there was a challenge or a roadblock, then we all came in together as a team to find a solution and there were no excuses."
What the campaign delivered
After four months of preparation and campaign execution, OutSystems had a pipeline of genuine opportunities with some of the largest financial institutions in the region, accounts they had never previously reached.
What OutSystems said about working with xGrowth
“When I think about ABM or any programs that need to be very focused, I think xGrowth. xGrowth were 100% committed — the whole team was just like our business partner. I would say they are not a business vendor; they are our business partners.”
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