Challenge in a B2B Environment

In this exciting ABM project (Account Based Marketing), Serviceplan in close collaboration with Salesforce marketing team and sales, developed a methodology to work together in the creation of personalised experiences, targeting end decision makers across a range of companies, with the aim of accelerating and driving the business growth.

The challenge is to influence companies from various sectors, with different conversion funnel stages, making it a complex task to reach the final decision-makers. This is where our expertise comes into play. Once we have pinpointed our target companies and set clear commercial objectives, we carry out an in-depth account and sector analysis to understand the ecosystem and decision-makers' profiles. In the realm of ABM, we are embarking on a medium-to-long-term journey where the results are not immediate. Instead, the cornerstone of the program lies in message personalization and fostering synergies between sales and marketing departments, shaping a path towards success.

After 3 years of experience in ABM, we have developed an operating model that has been an international success story, with the creation of innovative work processes between marketing and sales, new analysis tools and the design of a customer centric methodology. 

We have designed and executed ad hoc customer journeys, with strategic and creative actions over time, always bearing in mind that these are not isolated strategies, but tactical actions that make sense and are aimed at driving the closing of commercial deals. Throughout our experience, we built customer journeys with tactical actions for more than 20 accounts from a wide range of sectors (utilities, banking, retail, CPG, manufacturing, etc.).

In this ABM program, we were able to foster relationships of trust with the sales team, helping them to get to know their accounts better and accelerate the sales process. The key to success is undoubtedly to create a unique storytelling according to the current commercial situation in which each company finds itself, with very specific messages for a very specific target: the final decision-makers of these companies.

We have listened to the needs of the sales team and we have translated them into tactical-creative actions. From direct marketing actions, creation of customer stories, customised content creation, landing pages, development of high-value content, as well as the conceptualisation and organisation of highly personalised conferences, events and activities.