Google Cloud: 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
-
Autodesk: Reinventing relationships with the power of ABM
In this episode of the Account-Based Marketing podcast, Mendeil Bailey reveals how Autodesk is transforming its marketing strategy by harnessing ABM to prioritize customer needs, maximize impact, and fuel long-term growth.
-
The key to scalable, high-impact ABM
What does it take to build a global ABM program that delivers real impact? For Rhiannon Blackwell, Global ABM leader at PwC, success comes from starting small while thinking big, prioritizing relationships, and using AI to drive smarter, scalable growth.
-
Hexagon: Elevating ABM with client-centric precision
In this episode of the Account-Based Marketing podcast, Jodi Lebow, Vice President of Global Demand Center, reveals how Hexagon is transforming its approach to growth by integrating ABM, demand generation, and client-centricity across its global operations.