Collaborative ABM as a business accelerator: Google Cloud gets close to sales and the customer to win big
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.
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.
Key takeaways:
- Working side by side with the customer allowed for deeper insights and connections and early customer buy-in to the vision for a transformational partnership
- 2-step stakeholder engagement strategy, first with Executive levels, then top-down to broader teams ensured Google Cloud’s message was timed and aligned to the customer’s own internal communication
- Partnership within Google Cloud, with dedicated and consistent collaboration between sales and marketing helped build trust and accelerated adoption of and adherence to the ABM process
- Executive-to-executive communications showed Google Cloud’s commitment to the customer, leading to strong, positive responses
- Establishing relationships with multiple agencies reinforced the ABM lead as Account CMO and ensured the customer received high-quality content
- Education and celebration of stepping stones along the ABM journey connected the dots for the account team and sustained internal support for the long haul of an ABM program
Download this Case Study by Robert Hollier, Partner, Momentum ITSMA and Alice Clarke, Head of Strategic Accounts Marketing, Google Cloud, EMEA to learn more.
More in
-
The great B2B marketing reset: Why your team’s skills will define your success and growth trajectory
We read about it and we hear it all the time in our conversations with our clients: B2B marketing is under pressure like never before.
-
How future-ready B2B marketing teams win: Insights from the front lines of enablement
As an L&D Director working with top global B2B marketing teams, Jo Connolly reveals why enablement is the new growth engine – and how you can close the skills gap. Discover key findings and join our webinars for actionable strategies.
-
KPMG: The blueprint for high-touch, high-impact ABM
In this episode of the Account-Based Marketing podcast, Heather Adkins shares the art and science of scaling ABM through sector-driven teams, AI-powered agents, and a relentless client focus.