Sales + Marketing Alignment =

Higher ROI

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Research by ITSMA found that 87%

of marketers that measure ROI say

that ABM outperforms every other

marketing investment!

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Resonate with buyer, improve

funnel velocity,

increase pipeline, and

close more opportunities 

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Example  

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Convey value proposition and benefits to multiple stakeholders at target accounts

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Working for a system integration consulting firm (Concero), we aligned our messaging to target personas and needed an efficient approach to grow business.

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Activities:

• Worked closely with the VP of Marketing, VP of the Software Solutions Practice and the Director of Sales to write messaging including web, thought-leadership, and presentations

• Identify strategic accounts and defined buyer personas

• Developed campaign to build reputation, encourage engagement and secure a sales meeting 

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Results:

• Increased the open rate of emails by 2X

• Grew contacts within accounts  

• Increased MQAs

• Grew pipeline in some cases 30%  

• Shorten the sales process by 4 months​

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Example 

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Accelerated growth for sales and newly created ABM team

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In 2014, NI created its first ABM team from re-evaluating campaigns and events. In 2015 we focused on getting sales buy-in. However, NI struggled without having the infrastructure in place, the right content, and best practices to be able to scale.

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Activities:

• Identified ICPs and prioritized industries and tiered accounts

• Worked closely with ABM and sales team to create the strategy, build a portal for communications, and provide content

• Met monthly to discuss performance, successes/failures, and modified plans to be more effective

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Results:

• Scaled efforts and grew target account list

• More relevant content improved conversion metrics

• Reduced sales cycle in some cases by 50% 

• Increased total sales opportunities by account on average 30%

• Increased NIWeek 2018 attendance from key accounts by 300% 

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”Nicole has a great "can do" attitude and was a pleasure to work with at Concero. She was a key member of our marketing team and was instrumental in elevating the role of marketing across the company. She ran a number of successful programs that helped the firm achieve its business goals.”

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Jennifer Daniels, Vice President of Marketing at Rational AG

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