"ABM can, and should, be done by any size company. Userled delivers what you actually need to run ABM successfully, without pricing out most of the market."
About Goodpath
Goodpath is a Series A digital health startup delivering digital integrative healthcare for chronic conditions, obesity treatment, and GLP-1 care. The company sells to self-insured employers across the US with more than a thousand employees — a high-ACV, long-sales-cycle, high-trust environment where buyers have to deeply understand the product and trust it before they commit.
The challenge
Before Userled, Goodpath didn't have a deliberate ABM program at all. In Q3 of 2025, Sarah Jarecki made the call to shift the company's go-to-market to a named-account model, launching ABM for high-priority accounts — a motion that fit the company's buyers and sales cycle perfectly. Scaling the commercial team after the Series A raise is what opened the door.
The strategy was sound. Goodpath knew its messaging and knew what set it apart from the competition. What it didn't have was a way to deliver personalization at scale.
The barriers were structural. ABM demands sales, marketing, and tech resources all at once, and Goodpath was running lean — a small, scrappy team stretched across every channel. Design and dev were shared resources, which made building personalized assets at scale unfeasible. And on a Series A budget, Sarah needed to test an approach before committing to a long contract.
"I was confident in the strategy. What I needed was a way to execute it with the resources we had and without a bulky contract."
— Sarah Jarecki, Director, Growth & Marketing, Goodpath
The turning point
The legacy ABM platforms were priced and built in a way that put them completely out of reach for a company Goodpath's size. So when Sarah evaluated the market, she looked at Tofu and Mutiny, and deliberately skipped the larger platforms like Demandbase and 6sense on cost.
Userled was the only product that had exactly what she was looking for: personalized microsites that didn't require development resources, a HubSpot integration, tracking and analytics to understand impact, and room to expand beyond microsites into advertising.
"Userled was really the only product that had exactly what I wanted: the ability to build personalized microsites quickly, and get them out the door."
Sarah Jarecki, Director, Growth & Marketing, Goodpath
The interface was user-friendly enough that Sarah knew her team could start on day one. She had even demoed the platform before the sales extension launched, and could immediately see the future use cases for the extension in the sales cycle.
Onboarding sealed it. Rather than running a training and stepping away, the Userled team built templates and launched campaigns alongside the Goodpath team, pulling in people from across the organization to help with technical pieces like the HubSpot integration.
"It was truly the best support team I've ever worked with."
— Sarah Jarecki, Director, Growth & Marketing, Goodpath
The transformation
Today, Goodpath has gone from no ABM program to 2,000 named accounts, structured across three tiers. Ads run across all 2,000 accounts. The top 200 get personalized microsites. And the top 50 or so get the deepest personalization, including bespoke invitations for decision-makers to curated events.
The program now spans LinkedIn campaigns at the top and middle of funnel, outbound across target accounts, and dedicated event campaigns. It has also expanded well beyond ABM — into prospecting, events, thought leadership, and sales follow-up — all without hiring a single FTE.
"Honestly, at this point, we can cover as many accounts as we want. Userled has given us the framework to run a true named-account strategy."
— Sarah Jarecki, Director, Growth & Marketing, Goodpath
The biggest shift for sales has been visibility. For the first time, Sarah can see which accounts are actually engaging — real intent, not vanity metrics like opens and clicks.
Tracking at the contact level lets her separate decision-makers from influencers, and launch retargeting or outreach in tandem. Engaged accounts get passed to the BDR team for prospecting, where they've seen a good response rate when an account has already been active. And the sales team sends microsites as personalized nudges to move stalled deals forward.
The results
Goodpath has seen movement right across the funnel, with Userled campaigns and microsites directly attributed to several new deals. Because events are a cornerstone of the industry, the personalized invitations have driven more sign-ups and higher-quality attendees, many of which have converted straight into deals.
- $3.7M in pipeline generated
- 2,000 named accounts under management, across 3 tiers
- Personalized microsites delivered to the top 200 accounts
- Deepest personalization across the top ~50 accounts
- Campaign launch time cut to a few hours
- Zero new FTEs required to run the entire program
"For a scrappy team, that's the whole game: enterprise-grade ABM, on our budget, without having to grow the team."
— Sarah Jarecki, Director, Growth & Marketing, Goodpath
Looking to the future
Goodpath is doubling its sales team over the next year, which means a lot more target accounts — and Userled is set to scale alongside that growth.
With new features like the template builder, Sarah wants to push into even deeper levels of personalization, and because the tool is so easy to use, the sales and BD teams can make changes directly themselves.
The goal is to have everyone on the commercial team personalizing their messaging to every target account.
"Userled didn't just let us start an ABM program. It proved that enterprise-grade ABM doesn't have to mean an enterprise budget."
Sarah Jarecki, Director, Growth & Marketing, Goodpath
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