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Account Based Marketing

1:1 ABM - Company: Intersystems

I became the global ABM lead charged with proving Account Based Marketing for strategic accounts and then embedding across the organisation. It began with a single, multinational account where there was a minimal presence in a small team in a single geography. I developed and lead a program which would encompass 4 geographies (U.S., U.K., Singapore Siwtzerland) and set down a goal to improve brand penetration within each key account location. 

Following the Gartner ABM Framework we worked to determine which groups within the account were best to be targeted. This included:

  • Running stakeholder workshops

  • Using 1st party data, Social and intent data in research

  • Defining High Value Contacts within each target group and each geography

  • Creating relevant solution messaging

  • Determining program measurements of success

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Regular communications calls were held to keep the stakeholders engaged and informed as to what to expect from each stage of the ABM process.​

When the campaign was launched, there was extra care taken to ensure all parts of the cross-functional account team were aligned and prepared. This included Field Marketers, Inside Sales teams and Executives. For the execution phase, there were several internal teams operating as well as external agencies:

  • Digital marketing & content team (internal)

  • Social media team (internal + specialist agency)

  • Media agencies (one in each region)

  • Events agencies 

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Agile methodologies were introduced  as a means of getting the most out of the creatives & messaging and demonstrating to the various stakeholders the compounded impact of data-driven marketing on the rest of the business. Such as:-

  1. Better customer insights

  2. More relevant product messaging

  3. Integrated customer experiences - online + offline

  4. Expansion into new regions

  5. Opportunity growth in existing accounts

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By following the 3 Rs of ABM we were able to demonstrate results after only 12 months:​

  • Reputation - Increased awareness across targeted business units. Deeper account penetration

  • Relationship - Sales engagements and increased DMU interactions in new geographies

  • Revenue - 60%+ ROI

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1:Few

I lead campaigns with Intersystems, targeting several small groups of accounts in new industry sectors over multiple geographies - Australia, New Zealand, Singapore, Malaysia, Hong Kong and Indonesia

Approach & Results

Not only was this a campaign to create awareness within target accounts, it was also a key element of an overall go-to-market strategy and marketing plan.

Using a mix of intent data and paid Social to test  messaging, we then overlaid the analysis of the data with direct outreach via an SDR team and leveraged industry associations to facilitate introductions with high value contacts within some of the accounts.

This was underpinned by an integrated campaign incorporating paid & organic Social, 3rd party events, brand-owned executive events, paid media and thought leadership content for both individuals in the Sales team and brand.

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The results :

  • Tangible awareness within target accounts; including DMUs

  • Relationships created with several decision-makers

  • Interest in solution & desire as confirmed by paid POCs

  • Revenue achieved +200%

Disciplines involved 

  • Leadership

  • Strategic Planning

  • CX Enhancements

  • Content Strategy

  • Customer Journey Mapping & Execution

  • Communications & Stakeholder Engagement

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