Client Overview
International technology provider
Size: 20,000+ employees worldwide
Dedicated ABM staff with an account-specific sales team
Situation:
The client already had a presence in the Telstra Enterprise Finance department but wanted to expand to other buying centres within the account.
The campaign:
1
Challenges
Lack of visibility into all the other potential and relevant buying centres within the target account
Lack of visibility on new initiatives and objectives within the target account
No structured approach to account expansion
2
Approach
Internal information gathering on the account
Account contact expansion, buying centres identification and organisational chart mapping
3
Tactics
Account insight generation and contact enrichment
Theme development, messaging and design ABM plays
4
Outcome
We identified 7 different buying centres within Telstra that were a good match for our client’s offering.
Within 3 months of launching the campaign, the sales team were able to have meetings with target decision-makers from 4 of the buying centres.
By month 9, the client participated in the tender process with one of the buying centres.