Drive client-centricity

Aligning go-to-market teams on strategies that increase client proximity

Ideal for:

Account-based strategies are increasingly critical for success in today’s market. Our latest CBX data reveals that 49% of clients now find it more difficult to make investment decisions, up from 45% in 2022. Clients are demanding differentiated insights, greater senior attention, and support in building the case for change.

As clients rationalize their service providers, the average number of 'trusted providers' has decreased, emphasizing the importance of strong, trust-based relationships fostered through client-centric approaches.

Furthermore, the race for client preference is intensifying. Nearly 75% of clients identify their preferred provider before the shortlist stage, yet they are evaluating more potential providers. This illustrates the critical role of proactive, client-led growth strategies in securing revenue and cultivating long-term partnerships.

49%
of clients now find it more difficult to make investment decisions
75%
of clients identify their preferred provider before the shorytlist stage

Go all-in in accounts

Our Client Marketing Framework helps orient marketing strategy, resource allocation, programs, and activation against your priority accounts. It provides focus for high-impact marketing motions to drive account growth and embed a strategic client development culture.

There are a lot of overnight ABM experts in the industry right now and it short changes the extensive work your subject matter experts have done to understand, strategize, build, execute, and measure ABM programs at scale.

Christian Lowery
Global Head of Account-Based Marketing, VMware
That speed and agility and creativity in being able to get up and running really helped.

Gaynor Finlay
Vice President of Marketing, CoreHR
It has been a pleasure working with you and your team. I learned a lot and enjoyed the sessions! Now I will use the learnings and execute. I will definitely recommend this training.
Thank you so much for all your guidance and support in the last few months, all the sessions and feedback have really helped me better understand and plan for ABM.
This program has been game-changing, completely turning around the CIO’s view of how VMware can support them.

VMware marketing team

Podcast Account-Based Marketing

EY: Scaling ABM for global impact

How can professional services firms scale ABM while maintaining deep client engagement and delivering measurable commercial impact? Oli Hammans and Gabriella Sellers share EY’s approach – smart prioritization, collaboration, and a relentless client-centric focus.
Perspective Generative AI

AI adoption for marketers in B2B firms

The use of AI remains a critical component of successful B2B buyers’ strategies. Here, we explore the five top use cases of generative AI, which are essential for enhancing marketing strategies and driving business success.
Perspective Growth

Accelerating client-led growth through client-centric storylines

In the current competitive environment, client centricity has become more crucial than ever. However, many organizations still struggle to implement it effectively, which has a significant impact on their bottom line. A client-centric content engine can be a crucial component in overcoming these challenges to drive sustainable growth.