Account-based marketing strategies in Asia and Europe for a large European asset manager
Our client is a major global asset manager. To accelerate their growth, and test the viability of account-based marketing, the client decided to implement several pilot ABM projects in a variety of international markets. The client wanted to educate internal teams about the advantages of account-based marketing and to prove its effectiveness.
Key questions & considerations:
- What is account-based marketing for our firm? What are the options? What strategy should we pursue?
- What are the objectives for account-based marketing in our firm?
- How do we bring stakeholders onboard?
- How much value can it create for our clients and our firm?
The project was split between:
Education of the respective sales and marketing teams, and the planning and roll-out of the pilots.
Research, objectives setting, strategy and activity planning per account, and constant liaison with sales and marketing.
Alignment of the customer journey for each client and tailoring it to meet the objectives set for each account separately.
Running the program, implementing the initiatives, and measuring its success – launch, learn, adjust.
We ran workshops across all impacted sales and marketing teams to educate about the program and align stakeholders. After assessing the program objectives for each individual account, we collaborated with sales and marketing teams to plan and implement initiatives designed and tailored for each respective target account. Following this, GrndWorX applied an agile approach to support the marketing team to develop and tailor account specific content, materials, and micro campaigns.
Objectives:
- To pilot a number of account-based marketing programs and to prove that ABM will accelerate sales and bind key clients closer to the business.
Approach & solution:
The project was split between:
- Education of respective the sales and marketing teams, and the planning and roll-out of the pilots.
- Research, objectives setting, strategy and activity planning per account, and constant liaison with sales and marketing.
- Alignment of the customer journey for each client and tailoring it to meet the objectives set for each account separately.
- Running the program, implementing the initiatives, and measuring its success – launch, learn, adjust.
We ran workshops across all impacted sales and marketing teams to educate about the program and align stakeholders. After assessing the program objectives for each individual account, we collaborated with sales and marketing teams to plan and implement initiatives designed and tailored for each respective target account. Following this, GrndWorX applied an agile approach to support the marketing team to develop and tailor account specific content, materials, and micro campaigns.
The outcome:
The program resulted in a marked increase in collaboration and alignment between the sales and marketing teams, each group highly focused on meeting the needs of the selected accounts. The result was material progression (asset growth, client engagement, channel engagement, etc.) in each of the accounts of the various pilots’ programs. We are continuing to work with the client on the program and rolling it out further within the organization.