ABM in Action: How Acxiom Built a Sales Pipeline in 120 days
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Acxiom built a sales pipeline worth £1.5 million within 120 days by implementing an account-based marketing (ABM) strategy focused on the automotive industry. The campaign involved selecting target accounts using first and third party data, developing buyer personas and insights, and executing a content strategy across demand generation, one-to-many, and one-to-few engagement. The four month campaign engaged 86 accounts total and 35 accounts through more personalized one-to-few engagement, resulting in 6 meetings that added £1.5 million to the sales pipeline. Key learnings included blending different data sources and insights to improve intent signals and coordinating sales and marketing teams for more effective engagement.
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ABM in Action: How Acxiom Built a Sales Pipeline in 120 days
- 1. ABM in Action How Acxiom built a sales pipeline in 120 days
- 2. Jo Robson Marketing Director Alex Embling CEO © STRATEGIC INTERNET CONSULTING LIMITED
- 3. ©2019 Acxiom LLC Confidential
- 4. Why ABM?
- 5. Influence target accounts Identify and engage DMU Accelerate pipeline Build reputation Deepen relationships Sell new offerings and enter new markets Enhance credibility Develop advocacy Increase win rate & deal size Reputation Relationships Revenue © ITSMA
- 7. A closer look Automotive industry
- 8. Strategy
- 9. Campaign Execution Plan Content Strategy Account Selection Ideal Customer Profile Insights Brief Buyer Personae Development
- 10. Account selection 1st & 3rd party data
- 14. The campaign
- 15. Content strategy Demand generation & One-to-many ABM One-to-few SDR & Social selling
- 16. The results
- 18. Key learnings
- 19. Blended Data Insights Intent Sales & Marketing SDR SDR & Marketing Personalisation
- 20. What’s next?
- 22. Want to see the video of the seminar? content@strategicabm.com strategicabm.com acxiom.com