Forging new relationships: Kineo’s ABM quest There are two core ingredients to any fairytale quest. The hero and the treasure. This Account-based Marketing story has both. However, our hero was not blessed with a map to where X marks the spot. She had to forge her own path to success - with the help of an experienced sidekick and a team driven by determination, ambition, and a clear goal. Kineo’s venture into ABM involved obstacles, dead ends, and unexpected turns, but in time, the company could transform its vision into a tangible reality. But we’re not one for spoilers - why don’t we star ..read more

GlobalSign’s ABM growth journey  Who doesn’t love a hero origin story? Every hero has an origin story, and GlobalSign’s foray into Account-based Marketing (ABM) is no exception.  Embarking on uncharted territory, the fledgling Marketing team was fuelled by bold visions and untested in the the world of ABM. Through perseverance and dedication, they began to transform their ABM aspirations into tangible outcomes. Let’s rewind to where it all began... At a glance: Challenge: Forge a synergy with Sales and cultivate a robust pipeline of opportunities.  Solution: Implement a One-to ..read more

The transforming power of ABM AVEVA, a leader in industrial and engineering software, identified the opportunity to elevate a key client relationship - from a mere transactional one into a truly customer-centric partnership. And, Account-based Marketing played a pivotal role in this transformation. This month’s ABM Hero is Andrew Reed, Director of ABM at AVEVA.  We’ll discover the back story of Andrew and how he has led a pioneering Account-based Marketing strategy that laid the foundations for a new way to do Marketing at AVEVA. At a glance: Challenge: Turning a transactional relatio ..read more

The probability of selling to an existing customer is up to 14 times higher than the probability of selling to a new customer.   If you have ever doubted the value of customer loyalty and retention, consider this your wake-up call. For many organizations, new logo acquisition is the primary goal.  But the full potential of Account-based Marketing is unleashed when ABMers realize the impact of nurturing, expanding, and strengthening existing relationships with their highest-value accounts. This is where ABM and Customer Lifecycle Marketing can work hand in hand to become the ultima ..read more

Credibility? That someone believes or trusts you.  Credibility is arguably the most valuable currency for any business.  If your customers (current and future) trust and believe in you - everything else follows: profitable relationships, loyal customers, and advocates for life.  But trust has to be earned. Credibility has to be established.  In a recent episode of Let’s talk ABM, we had the pleasure of speaking with Kathryn Nimmo, ABM Marketing Manager at HP, about embracing creativity, thought leadership, and empathy to build credibility through ABM. In the interview ..read more

Every contact, interaction, conversation and opportunity starts with a relationship.  Relationships are the building blocks of successful businesses – and of course, ABM is all about creating long-lasting, meaningful relationships with the accounts that matter most. We had the pleasure recently of speaking with Rhiannon Blackwell, ABM Leader, Global Marketing Organization at PwC, about the art of growing relationships with Account-based Marketing, and how she built a successful ABM program from the ground up through forging meaningful connections. In the interview (full recording here ..read more

How do you build loyal customers? Customers that support you, value you, and refer you to their peers? Customers for life? It all starts with investing time.  It all starts with investing energy. It all starts with building the first two ‘Rs’ - Reputation and Relationships.  For a recent episode of Let’s talk ABM, I spoke to Katrine Rasmussen, Chief Marketing Officer at Pixelz. Even more fascinating than the company’s focus – image retouching for fashion websites – is how it works at relationship-building with its online retail clients. A dedicated ABMer, Katrine shared a lot of advi ..read more

Have you heard of an ABM Center of Excellence ?     Do you know what an ABM CoE is (that's how it's often referred to)?   A repository of best practices?  A means to disseminating insights and effective ABM strategies? An aid to streamlining campaigns – and the continuous refinement of your ways of working?   An ABM Center of Excellence (CoE) is all of these things and more. It’s an invaluable accumulation of knowledge and experience.   In this article, we’ll explore the core CoE FAQs, drawing on the wisdom of Avishek Chakrobarty, Head – Global ABM Centre of Excel ..read more

The transforming power of ABM At a glance: Challenge: Establish BlueBotics brand as a major player in its field Solution: Blended ABM strategy to build awareness and generate sales conversations Results: $4.5m+ pipeline opportunities and $1m+ in closed-won revenue Meet Matt Wade, VP of Marketing at BlueBotics Matt's journey with the company began in 2019 when he became the first Marketing hire. With extensive experience in B2B tech marketing, he immediately recognized the transformative potential of marketing for BlueBotics, not only for the brand but also for its future growth. Prior to ..read more

AVEVA, a leader in industrial and engineering software, identified a game-changing opportunity within its relationship with GSK. The question was how to go after it?  They recognized the potential to elevate this partnership beyond transactions into a truly customer-centric relationship. Account-Based Marketing played a pivotal role in this transformation. AVEVA worked with us here at the Agency to craft a personalized ABM engagement program exclusively for GSK. The Global ABM Conference, which took place 1 November 2023, was the ideal opportunity to share this ABM success story with t ..read more