Overview

Recognizing the opportunities with key accounts, the management team at a leading IT business in the Asia-Pacific region sought support from Growthfluence in developing its ABM strategy and drive it as well. With Growthfluence’s help, the company developed an integrated strategy that ensured it could land and expand key accounts, contributing to a two-fold increase in its segment revenue in less than one year.Recognizing the opportunities with key accounts, the management team at a leading IT business in the Asia-Pacific region sought support from Growthfluence in developing its ABM strategy and drive it as well. With Growthfluence’s help, the company developed an integrated strategy that ensured it could land and expand key accounts, contributing to a two-fold increase in its segment revenue in less than one year.

At a Glance

4x

Increase in Ideal Customer Profile Reach

2x

Increase in its segment revenue within one year

The Situation

An effective ABM strategy presents IT companies with a significant opportunity as they seek to engage with an ever-evolving customer base. The marriage of the digital world and the content world are creating wholly new sources of value, a phenomenon we call GrowthScale, and this IT Client* recognized it needed the right strategy to succeed in this environment.

Prior to their engagement with Growthfluece, IT client’s success was due in large part to sales from their field sales team who were leveraging on multicity events. The company maintained good relationship with executives attending the events, but sales accounted for just 8% of its total revenue largely this was not reaching the ideal customer profiles and using a multi-threading approach. Account intelligence and multi-engagement matters, the company lacked an integrated ABM strategy which created a varied marketing experience across channels, with disjointed back-end operations and pre-sales inconsistencies.

Our Approach

Growthfluence worked with the IT client’s marketing executives ad team to tackle the key questions related to the company’s ABM strategy and the enterprise opportunity, including: 

How should the positioning and thought leadership of IT client’s be differentiated with others in the same competitive landscape? 

What should IT client do to reach full potential in their ABM efforts?

The teams organized with two primary objectives in mind: to expand it’s segmented approach and to develop a cohesive and integrated team approach which included marketing, presales, sales and customer success. More specifically, Growthfluence sought to help the IT client develop a comprehensive ABM strategy and to create a seamless marketing experience with an improved operating model that integrated its teams, strategy and approach.

Results

With Growthfluence’s help, the IT client’s investment in ABM generated bottom line results and also enabled the organization to succeed with an ABM approach that met the expectations of its stakeholders. Within one year, targeted account engagement and revenue increased at the IT client’s end and it stands ready to continue to capitalize with the appropriate systems and processes in place.