Despite their public faces, large companies rarely function as a single entity, with each department and region enjoying a degree of autonomy over supplier choice. This opens up a wealth of opportunity for astute suppliers who have successfully sold a product into one department and now want to widen their footprint.
But identifying the right people and getting introduced can be a much tougher challenge than pitching to a totally new customer, which is why Account-based marketing has become such a complex and important role.
We’ve helped clients build and implement ABM programmes in companies as diverse as BT, GSK, Microsoft, BA, Ford, HSBC, Pfizer and Virgin. Every case called for a great deal of personalised marketing, but also generated huge return on investment.
Every ABM programme is unique, but typically will include many of these elements:
If you’re looking for a highly cost effective way to increase sales and customer loyalty, upselling to your largest customers is a great place to start, and we can help you make sure it works.
Case Study – Protecting revenue from ‘Big Pharma’
Citeline produces clinical trials drug data for large pharmaceutical companies and sells its information on an annual site licence. One large pharma company realised that despite having a 50,000 seat licence, just 2,000 people used the product, so, understandably, brought this up at licence renewal negotiations.
Faced with a potential revenue drop of 90% from this action, Citeline commissioned us to develop an Account-bses Marketing programme to drive up usage and protect the revenue. The programme was very successful and involved developing thought leadership collateral and references from existing users, which were presented at a series of events around GSK’s global facilities to information and research scientists.
Usage was increased by a factor of five, and the licence revenue retained.