Yulia Olennikova

January 28, 2026

~2 min

Trapets partners with N.Rich to accelerate pipeline growth through account-based go-to-market

The RegTech company strengthens its marketing strategy to drive focused, efficient growth

Trapets, a leading software provider for financial crime prevention, has chosen the N.Rich platform to enable account-based marketing and sales as part of its strategy to increase pipeline growth and velocity.

As Trapets continues to support financial institutions and regulatory entities in meeting complex compliance requirements, the company identified a need to focus sales and marketing efforts on the accounts with the highest potential impact. Rather than relying on broad outbound activities, Trapets wanted a more targeted, account-based approach to engage the right organisations at the right time.

“To continue scaling efficiently, we needed a go-to-market approach that helps us prioritize the right accounts and accelerate opportunities through the pipeline,” says Jonatan Jansson, CMO at Trapets. “N.Rich gives us the ability to work in a truly account-based way, aligning sales and marketing around the accounts that matter most to our growth.”

By adopting N.Rich, Trapets can identify in-market accounts, focus resources more effectively, and activate relevant engagement across channels, helping sales teams progress deals faster and improve overall pipeline velocity.

The collaboration also supports Trapets’ ambition to scale across key markets while maintaining precision in its go-to-market execution. With account-level insights and native CRM integrations, sales and marketing teams can operate from a single source of truth and collaborate more closely across the revenue process.

“We’re excited to support Trapets on their account-based journey,” says George Storm, CRO at N.Rich. “Trapets operates in a complex, highly regulated market, and account-based go-to-market is a powerful way to drive focused growth while improving pipeline efficiency and deal velocity.”

About Trapets

Trapets is a software company that provides solutions for financial crime prevention, including anti-money laundering (AML), know-your-customer (KYC), and market surveillance. Since 2000, Trapets has helped organisations meet regulatory needs and fight financial crime. The product is trusted by over 500 companies, ranging from small financial institutions to regulatory entities, and have earned recognition as one of the top 100 RegTech companies globally. Trapets has over 80 employees based in Stockholm, Hanoi, and London.

About N.Rich

N.Rich is an account-based go-to-market platform that helps B2B companies identify, engage, and convert their strategic accounts. By combining account-level data, ABM advertising, and native CRM integrations, N.Rich enables marketing, sales, and RevOps teams to work in a truly account-based way, driving more efficient growth across the entire revenue engine.

Yulia Olennikova

Yulia is Head of Marketing at N.Rich and has over a decade of experience in SaaS in total. She is a highly regarded resource for all things ABM on LinkedIn.

1:1 ABM Campaign Budget Allocation
Calculator

Determine the budget allocation for a 1:1 ABM campaign based on the account's ACV, importance, and strategic potential.

This calculator provides a flexible framework to align resources effectively with campaign goals.

Account Level

ACV Range

Budget Allocation% of ACV

Level 1

Growth Account

$50,000 - $150,000

Budget Allocation% of ACV 1%

Level 2

Strategic Account

$150,000 - $300,000

Budget Allocation% of ACV 3%

Level 3

Star Account

$300,000+

Budget Allocation% of ACV 5%

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Please provide at least 50,000 USD

Calculated Budget

Budget Breakdown

Plan and allocate the budget for a 1:1 ABM campaign across different tactics and channels.

This template allows for flexibility based on specific campaign goals and account requirements.

Account Level

Budget Allocation$

Ad Spend

Direct Mail

Exclusive Events

Microsite Development

Content Creation

Creative Design

Social Media Outreach

Email Marketing

OOH Advertising

Sales Enablement

Account Workshops

Miscellaneous

Total

Account Qualification Assessment

Use this questionnaire to determine whether an account is qualified for a 1:1 ABM campaign or not.

Question

Answers

Is the account’s ACV high enough to justify the investment?

Have they interacted with our website or ads?

Are decision-makers engaging with our LinkedIn content?

Are there active conversations or open opportunities with this account?

Does this account align with our growth objectives?

Is this account a marquee name that enhances brand reputation?

Will they help us break into a new market or open doors to additional accounts?

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Results

Unqualified Account

An unqualified account does not meet the minimum criteria to justify a 1:1 ABM campaign. These accounts often have low ACV, minimal engagement with your brand, or weak alignment with growth objectives. While they may have some potential in the long term, they currently lack the indicators needed to prioritize significant investment. Focus on maintaining light engagement to keep the account aware of your offerings and monitor for signs of increased interest or alignment in the future.

Results

Qualified Account

A qualified account shows good potential and alignment with your goals. These accounts demonstrate moderate engagement, reasonable alignment with growth objectives, and the potential to become valuable customers. They are worth investing time and resources but require careful planning to ensure cost-efficiency. Focus on targeted and personalized strategies that address their specific needs and challenges, while keeping resource allocation in check. These accounts can be excellent contributors to your pipeline when approached strategically.

Results

Super-Qualified Account

A super-qualified account represents the ideal 1:1 ABM opportunity. These accounts have high ACV, strong engagement, and align perfectly with your strategic goals. They often hold marquee status in their industry, making them valuable not only for revenue but also for enhancing your brand’s credibility and opening doors to similar accounts. These accounts warrant a dedicated, high-touch approach, with personalized campaigns that showcase your commitment to their success. Winning these accounts can be transformative for your business, justifying significant investment and strategic focus.