Testing whether ABM could accelerate growth in priority accounts
Asset management — Account-based marketing
A major global asset manager wanted to test whether account-based marketing could drive stronger commercial outcomes across priority accounts in several international markets — while building the sales and marketing alignment needed to make the approach work.
The challenge.
The client wanted to know whether account-based marketing could accelerate growth and strengthen relationships with priority accounts.
The challenge was not only external. Sales and marketing teams across the pilot markets needed to align around the opportunity within each account, agree shared objectives and coordinate their activity around the same customer journey.
What we did.
Grndworx ran workshops with the sales and marketing teams involved, then worked account by account on research, opportunity definition, objectives, strategy and activity planning.
The work included mapping and aligning the customer journey for each account, identifying the most relevant points of engagement, and developing tailored content and micro-campaigns.
Grndworx stayed involved as the pilots went live so results could be tracked, activity adjusted and learning carried from one account and market to another.
What changed.
The pilots demonstrated measurable progress across commercial and engagement indicators, including asset growth, deeper client engagement and stronger traction within the target segment.
They also created stronger alignment between sales and marketing around priority accounts, with both teams working from shared objectives and a coordinated account plan.
The results gave the organisation confidence in the approach, and ABM was subsequently rolled out more widely across the business.
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