Larger deal size. Shorter sales cycles. More wins.
Account Based Marketing (ABM) helps your sales team succeed by focusing on accounts that provide the highest revenue potential. Our team follows a four-step methodology designed to help you choose accounts that yield larger opportunities and faster conversion rates while employing the correct messaging to the right people at the right time.
ABM Case Study: Consultative Sale
A high profile learning and leadership development content platform for Fortune 1,000 companies.
In order to reach the majority of their addressable market in a way that felt personal and customized, our client needed additional resources that would allow their Sales Directors to focus on a small group of top priority accounts.
Our team’s efforts focused on five key functions:
- Identifying net new decision makers inside each account
- Pushing out thought leadership content and following up to gauge interest and current needs
- Developing inbound leads scored through an email automation campaign
- Booking introductory meetings with prequalified prospects for the Sales Directors
- Pulling prospects back into a nurture campaign if they do not move forward in the sales cycle
To date, our team has converted 26% of our client’s target accounts to introductory meetings for the Sales Directors, resulting in $5M+ additional dollars added to the sales pipeline.
“We selected MarketLauncher because of their expertise in our industry. They have experience in high complex, high price tag, consultative sale businesses. This was more important to us than the service offerings.”
– Director of Client Acquisition and Retention Marketing, High-profile provider of corporate learning platform
Case Study: Lead Nurturing Program for SaaS Platform
The client has a SaaS platform, which enables localized marketing for global brands and their franchise affiliates.
While revamping their lead nurturing and scoring process, the client was looking for a demand gen partner that could design and execute a program to keep leads engaged, identify shifts in prospects’ interest levels and create opportunities to initiate sales conversations.
MarketLauncher evaluated the market and gave the sales team a much clearer picture of prospects’ decision-making process, including appetite for key aspects of the offering. ML then developed and executed a multi-touch phone and email campaign to create awareness and move leads through the funnel until they were ready to engage in with the sales team.
In addition to new customers, the client has gained further insight into their market and became more efficient at tracking opportunities in their sales funnel.
In addition, MarketLauncher has helped identify market expansion opportunities and additional niches to increase the total market potential.
“We are a marketing software company, so you can’t just throw anybody on the phone and have them deliver our value proposition without being able to talk the talk. We were a little bit nervous initially, but they very quickly got up to speed and proved to us they could not only do it, but could scale it for us as well.”
– Marketing Director,SaaS platform
Case Study: ABM Strategy for Compliance Company
A global leader in risk analysis, compliance, cyber security and e-discovery.
The Client was revamping lead generation efforts to align with an Account Based Marketing approach. They needed an experienced partner to bring focus and organization to their lead generation methods, deliver results and replicate the process for other business units.
We used outbound calling to build out a list of key decision makers within a targeted list of Fortune 500 companies. Our team then followed up on thought leadership content sent to the audience. The MarketLauncher team built out the target market and delivered insights about the accounts by capturing intel through outreach from the team.
The client has multiple offerings and our team became well versed in all so that conversations could shift based on identified need.
The Client was able to win new Compliance and Due Diligence contracts with leading organizations like Dell, Bechtel Corporation, Molson Coors Brewing Company, Suncor Energy and Chevron.
Over a 2-year period the partnership with MarketLauncher contributed over $4M in revenue to the client’s sales pipeline.
“The biggest thing for me is the constant updates. I know I don’t have to keep ML on track, they keep me on track and that is so valuable to me. I have a million competing priorities, but this is one area I feel truly good about.”
– Director, Global Marketing & Communications, Global leader in risk analysis, compliance, cyber security and e-discovery