Development of 1:1 Account Profiles and Engagement Strategy

abm targeted account approach

Find out how we helped a leading Microsoft Gold partner win a large target acquisition account while also strengthening their reputation and relationship with Microsoft.

The Ambition

Our client is a leading Dynamics 365 Microsoft Gold partner and experts in delivering Digital Transformation programmes. The Marketing Director approached Seeblue to run an ABM proof of concept to build internal advocacy for this approach to demand and pipeline generation.

The Solution

Working with their Marketing and Sales teams we undertook detailed analysis into 10 target acquisition accounts within a specific industry sector and delivered the following outputs for each account:

  • Overview of strategic and business priorities, particularly related to Digital Transformation initiatives
  • Detailed organogram and profiles of key decision makers
  • Tailored messaging hierarchy, articulating the specific benefits and value proposition of our client relative to each individual target account
  • Tailored engagement plan for social and sales outreach

The Outcome

There was an immediate opportunity to utilise this knowledge in a co-sell opportunity alongside Microsoft. The level of account insight our client brought to the table immediately elevated their reputation with Microsoft and helped them to acquire one of their strategic accounts in less than 3 months since the start of the programme. It positioned our client them as a leading partner for future co-sell opportunities.

Through our recommended outreach approach the marketing team added over 100 senior decision maker contacts to their database, achieved direct engagement with key stakeholders in 50% of their accounts and drove attendance to industry-specific webinar.

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