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 win the other half. Although the Account Management teams were regularly engaged with key contacts at these companies, they showed no interest in buying.
Working with an outside agency, the go-to-market team analyzed the current Fortune 500 accounts and remaining prospects, and determined that there were several verticals in the F500 with partial but not complete penetration. Focusing on the prospect accounts in these segments, the team launched an ABM campaign with messaging tailored first at each of the verticals, and then furthered tailored to each company, and featured a very high-impact mailer that hit the mark. The program was supported with well-orchestrated follow-up by the SDR and AM teams.
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