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.
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 six months to help secure a strategic deal before year end.
More in
-
Enhancing client experience for retention and growth for global enterprise
We partnered with the company to enhance its ABM program, transforming its client-centric strategies, bridging organizational silos, and driving significant customer retention and growth.
-
How to interrogate a salesperson (cheat sheet)
I was recently asked this question: "I'm sitting down next week with a salesperson who's given me 30 minutes of their time. How do I make the most of this time? What questions should I be asking to tap into their account knowledge? What can I share in advance so they know what I'm after?"
-
Closing the ‘ABM gap’ in financial services
Account-Based Marketing (ABM) offers financial services firms a powerful way to deepen client relationships and achieve growth in a complex, competitive, and trust-driven industry. However, scaling it effectively is essential for long-term success.