Differentiate offerings

Land larger accounts, cross-sell into new buyers or with new solutions.

Ideal for:

One downside to the popularity of ABM is that everyone’s doing it. This means your competitors are likely running their own ABM programs, targeting the same decision-makers.

The challenge now is to design and develop account-based strategies that can scale and seamlessly integrate marketing with other functions. The goal is to build relationships founded on trust, collaboration, and partnership.

  • 76%

    of enterprises tell us they receive information from solution providers that's tailored to their company

Five steps to higher-value relationships

  • 1
    Diagnostic

    Segment accounts supported by market sizing, structure, and competitive intelligence.

  • 2
    Strategy

    Develop strategy, personas, and messaging to serve the needs of accounts.

  • 3
    Enablement

    Equip teams to win high-value accounts and opportunities with enablement tools and account workshops.

  • 4
    Execution

    Execute into accounts efficiently with tailored content to advance engagement.

  • 5
    Value realization

    Optimize based on account relationships, reputation, and revenue performance.

Know where growth is coming from

Our unique Account Strategy Matrix draws on key account practices to help you identify ways to effectively engage new accounts and buyers, prioritize marketing and sales strategies, and seize every high-value opportunity. 

Account growth matrix
  • Statestreet grey

    We were able to pilot account-based marketing really quickly, show the value that can add, and now we're looking ahead to scale across our top business opportunities.

    Iulia Balan

    Managing Director, Head of Product and Account-Based Marketing, State Street 

  • Dell grey

    I knew we had a hit on our hands when the CEO of a multi-billion-pound organisation started waving the document at Michael Dell during a Zoom call. 

    Elliot Young

    Chief Technology Officer, Dell Technologies

  • MHR grey

    Successfully relaunching People First was a vital part of MHR’s growth strategy. The results so far have been very positive. Momentum has allowed us to address multiple objectives.

    Anton Roe 

    CEO, MHR

  • VMware grey

    This program has been game-changing, completely turning around the CIO’s view of how VMware can support them.
     

    VMware marketing team

  • Oracle grey

    Major account sales is quite a brutal environment, and often people get fairly overwhelmed by that. I was prepared to let them work with me directly with account teams.

    Michael Avis

    Senior Director, EMEA Marketing, Oracle 

View all

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