A short list of named companies in each vertical
QX Global Group is a business-process management company headquartered in the UK, with about 3,000 employees. It works in accounting, real estate, staffing and insurance.
In the US, QX targets roughly 100–200 named companies in each vertical. With a list that short, every conversation counts, and the research has to reflect how each buyer’s business runs and what they are responsible for.
A good list, and generic messaging that could waste it
QX had to tell apart buyer groups that look alike on paper, such as finance leaders at multifamily housing companies and finance leaders in other residential markets. Broad intent categories and generic emails tend to blur that line.
Event outreach was already working, with 25–30% connection rates before MarketBetter came in. The team wanted the same quality of preparation for its other campaigns, without needing a dedicated marketing-operations person to do it.
A pilot built on a real list
QX tried MarketBetter in a hands-on pilot. During onboarding, the team uploaded a CSV of 162 Senior Living contacts, filled in missing website information and mapped a custom field. MarketBetter generated four buyer personas from what QX sells.
The campaign paired a research agent with a four-touch email sequence. Before writing anything, the agent looked at each company for likely finance and accounting problems: a slow close process, complicated reporting, heavy AP/AR work, staffing pressure. The opening lines drew on what it found.
One brief behind every campaign
The team set up AI Context with QX’s target markets, use cases and answers to common objections. Every email draft and every fit check drew on that same brief, so different campaigns described the business the same way.
Website identification and community monitoring flagged interested companies alongside the planned lists, so the team could see which named accounts were already paying attention.
Event and vertical campaigns in the hands of sales
In the pilot, one salesperson’s target accounts were matched with an event audience. Marketing owned the ICP definitions and the data. The seller worked the researched campaign.
By September 2026, campaign records showed event and regional finance-buyer outreach, with 456 sent or replied email entries across 325 recipients. Those numbers count activity. They are not revenue.
A campaign process that fits a narrow market
The first campaign combined 162 enriched contacts, four personas and a four-touch sequence personalized to each company. QX could test its chosen audience with research and outreach handled from start to finish.
Later campaigns took the same approach to 325 recipients across event and regional audiences. Each audience kept its own context while using the same research and sending tools.
For QX, the vertical strategy now turns directly into seller activity. Marketing picks the companies and writes the context. Sales gets researched campaigns ready to work.