Company Overview
The company helps medium to large enterprise companies from around the world to digitise and automate their logistics and manufacturing processes.
Campaign overview
The 1:1 ABM campaign was targeted at one multinational global organisation with manufacturing branches all around the world
Campaign objectives
- Generate new opportunities from branches we didn’t do any projects with
- Generate new cross-sell opportunities within those branches already using some of our products and solutions
The success
- 5 new opportunities within 6 months in “new” branches
- The actual cooperation between a few departments and even more departments and sales managers hungry to do more
- ABM/S activities after they saw this success.
The key challenge/failure
- Because ABM was a new concept and it had “Marketing” in the term everyone thought it was just a marketing thing, so it was difficult to get other departments on board (see below for more detailed info).
- The second biggest challenge was to choose the key target accounts.
Campaign tactics
- Understanding the enterprise company structure and naming key personas, including internal champions, who could help us to achieve better results
- Comprehensive research by marketing, sales and delivery to understand key pain points of that client
- Developing a 1-year plan which included multichannel tactics:
- Personalised online and offline workshops with specific topics related to that one particular company (this included personalised online + offline invitation campaign done by Marketing + sales + delivery)
- Personalised and branded content portal for this specific account, which included:
- Recording of each of the workshops
- Specific related educational content (articles, videos)
- Highly relevant case studies
- A personalised invitation to our flagship industry event and a special social event
- Naming key personas within the organisation and helping them to increase their personal brand both inside the company as well as outside by “promoting” their success stories
- LinkedIn targeted campaigns to increase brand awareness and generate new leads from within that organisation