ArborXR: From “ABM Sounds Great” to Proof It’s Working

Client: ArborXR
Industry: VR/XR Device Management (MDM) + Application Hosting
ICP Fit: Fortune 1000 enterprises adopting AR/VR/XR across multiple verticals
Challenge: ArborXR had the kind of platform enterprise teams should love, and plenty of intent signals to prove it. But breaking into big accounts wasn’t happening consistently. Deal sizes were on the smaller side, making momentum harder to feel, and there wasn’t a clear progression model to show Leadership ABM was working.
Solution: Scrappy ABM applied our 4D Framework + Account Progression Model to surface hidden opportunity already sitting in the CRM, activate the right accounts at the right time, and create early proof that the motion was working.
Impact:

• 20+ target accounts entered pipeline through ABM motions
• 6 deals closed in the first 3 months, creating early proof of traction
• 28 targeted accounts closed in the first 12 months at an 89% higher average contract value
• Operational cleanup across 200+ contacts and 90 Tier 1 accounts realigned between systems
• Bonus: Tech stack consolidation and operating efficiency gains that saved real dollars while improving GTM execution

The Challenge:

Plenty of Signal, Not Enough Enterprise Breakthrough

ArborXR sits right in the middle of the fast-moving XR boom. As a mobile device management and app hosting platform for enterprise AR/VR/XR deployments, they already had strong interest coming in from Fortune 1000 companies across multiple industries.

So the opportunity was there, but the execution path was a little murkier.

Here’s where things started creating friction:

• Enterprise traction wasn’t consistent: The product was enterprise-ready, but breaking into priority accounts wasn’t happening predictably.
• Low ACVs made momentum harder to feel: Deals were moving, but smaller contract sizes made it tougher for Leadership to clearly see ABM impact.
• Too many vertical paths to market: With highly personalized use cases across industries, prioritization was complex, and messaging risked getting watered down.
• Signal without structured progression: There were hundreds of in-market and closed-lost accounts, but no reliable system to convert that interest into pipeline.
• Targeting and workflow friction: Tier misalignment between HubSpot and 6sense (plus enrollment issues across 200+ contacts) created operational drag.
• Internal pressure for proof: Leadership wanted confidence the ABM investment would turn into pipeline.

ArborXR needed focus and early proof their ABM motion was working so they could scale with confidence instead of crossing their fingers.

The Solution

Prove It Works First, Then Scale

When ArborXR came to us, we didn’t recommend a massive ABM rollout on day one.

Why? Because most teams don’t need more complexity. Instead, they need proof the motion works.

So we followed a simple Scrappy principle: Don’t boil the ocean. Start where momentum is closest.

ArborXR needed:

• Clear prioritization across multiple verticals
• Better conversion of demand signals already in their system
• Early wins Leadership could trust
• A foundation that could grow into real ABM maturity

Using our 4D Framework (Data, Distribution, Destination, Direction) and Account Progression Model, we built a focused activation system tailored to their GTM reality.

Here’s what changed.

Data:

We ran a deep audit across ArborXR’s CRM and intent ecosystem to surface opportunity that was already there, just not being activated properly. This work:

• Identified high-fit enterprise accounts showing buying signals
• Realigned 90 Tier 1 accounts between HubSpot and 6sense
• Cleaned enrollment and deliverability issues across 200+ contacts
• Prioritized accounts by buying stage, not just static lists

Result: a target account foundation the team could trust.

Distribution:

Next, we replaced disconnected outreach with coordinated activation plays across Sales and Marketing. This included:

• Trial activation sequences
• Closed-lost re-engagement motions
• Targeted outbound aligned to key verticals
• Ongoing content support to maintain engagement

This created the synchronized motion ArborXR needed to engage enterprise buyers who had budget and need but weren’t fully educated yet.

Destination:

Because ArborXR serves multiple industries with different XR use cases, generic messaging wasn’t going to cut it. We aligned messaging and content to vertical-specific pain points, helping the value prop resonate.

The result = accounts moved from passive interest to real conversations.

Direction:

Finally, we implemented the Account Progression Model, giving ArborXR visibility into how accounts were moving: Engaged → Meeting → Opportunity

For the first time, Leadership had early indicators that ABM wasn’t just busy work.

Beyond Campaigns: Real GTM Leverage

As momentum built, the partnership expanded beyond activation plays. Scrappy ABM also helped ArborXR:

• Consolidate parts of their tech stack to eliminate unnecessary spend
• Improve internal processes to increase team efficiency
• Provide strategic GTM guidance across the business

In the former Director of Demand Generation at ArborXR’s own words, “Scrappy ABM has become the benchmark for the kind of agency we want to work with moving forward.” — Kelly A.

The Lasting Impact:

ABM Guesswork → a Motion Leadership Trusts

Today, ArborXR isn’t crossing its fingers and hoping ABM works. They can see it working.

Before Scrappy ABM:

• Strong intent signals, but inconsistent conversion into pipeline
• Tier misalignment and workflow friction slowing execution
• Limited visibility into true account progression
• Enterprise traction that felt unpredictable
• Leadership asking the very fair question: “Is this worth the investment?”

After Scrappy ABM:

• A defined Account Progression Model guiding how accounts move to pipeline
• Stage-based Activation Plays the team can repeat and refine
• Cleaner targeting through Tier 1 realignment across systems
• Improved deliverability and operational confidence
• Early pipeline and deal momentum that validated the ABM investment
• A more efficient GTM engine supported by tech stack and process improvements

Just as important, Scrappy ABM became more than an execution partner. ArborXR gained a strategic GTM ally who could help them generate pipeline and improve how their entire revenue motion operates.

Or in Kelly’s own words:

“Our experience with Scrappy ABM has shown that their team not only delivers but often exceeds the promises made upfront.”