A Corporate e-Learning company had approximately 50% of the Fortune 500 enterprises as its clients. The CEO challenged the go-to-market teams to implement ABM strategies to win the other half. Although the Account Management teams were regularly engaged with key contacts at these companies, they showed no interest in buying, highlighting the need for a more effective marketing program to drive business growth.
Working with an outside agency, the go-to-market team analyzed the current Fortune 500 accounts and remaining prospects, determining that several verticals in the F500 had partial but not complete penetration. To drive business growth, the team focused on the prospect accounts in these segments and launched an ABM campaign utilizing effective marketing program strategies. The messaging was tailored first to each vertical and then further customized for each company, featuring a high-impact mailer that resonated well. The program was bolstered by well-orchestrated follow-up efforts from the SDR and AM teams.
Contact us to discover how our ABM strategies helped us achieve a 30% meeting rate and drive millions of dollars in new sales within the first year, all as part of an effective marketing program focused on business growth.
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