Collaborative ABM as a Business Accelerator

Google Cloud revamped its ABM approach to become a trusted partner in a customer’s digital transformation journey and elevated its reputation in just six months.

Robert Hollier

by Robert Hollier

March 14, 2023

ABM

Google Cloud revamped its ABM approach to become a trusted partner in a customer’s digital transformation journey and elevated its reputation as a strategic partner within the pharmaceutical industry – in just six months!

In 2022 Google Cloud made a strategic decision about its Account-Based Marketing (ABM) program to focus on deepening relationships with existing customers, this initiative was positioned as a pilot ABM team.

One of the first accounts in the pilot was a pharmaceutical company with which Google Cloud already had a relationship. The opportunity turned out to be significant, as the customer sought a digital transformation partner, not just a solutions provider.

The challenge was twofold: persuade the customer that Google Cloud was more than a vendor and could be a long-term business partner and do this within 6 months to help secure a strategic deal before year end.

Find out the results by following the link below. This is just one example of the benefits of joining out Growth Hub Community where we share more case studies, research, and the latest in ABM. If you're a member you can log in here. If you'd like to learn more, visit our Growth Hub page

See full case study

Related Resources

podcast

NetApp: Building a diverse sales team

In this podcast, Alisha is joined by Jackie McKinley, Vice President for US Enterprise Sales at NetApp, to share how to build and empower effective sales teams.

Actionable Insights

ABM: How To Compete When Everyone Has The Same Strategy | Forbes

As much as 70% of B2B organizations are now either adopting or planning to adopt an ABM approach, can it still be used to distinguish your firm from similar competitors?

Account-Based Growth

Marketing in the Age of Anxiety: how to respond to the new enterprise mindset

The findings from Momentum ITSMA's latest CBX® revealed the anxieties plaguing C-suite leaders following a year of reactive technology purchases and organisational pivots...