Account-Based Marketing Generates Qualified Leads for Sales

CLIENT

Force Management

OUR EXPERTISE

Lead Generation

HubSpot Partner Solutions

Sales & Marketing Collateral

GOAL/OBJECTIVES

Strategically target new accounts through an Account-Based Marketing method to reach niche audiences and unify the sales process

378

Engaged Accounts

RESULTS

Account-Based Marketing Masterpiece

Within the first six months of the ABM campaigns, Force Management engaged with specific companies that are otherwise very difficult to reach. The unified marketing messaging across mediums gives prospects the ability to learn about the company and its offerings before engaging directly, allowing them to make decisions in their own time.

2

New Customers

At the enterprise level within 6 months

18

Active SQLs

In the pipeline

378

Accounts

Engaged from campaign efforts

brochure

Force Management works in the B2B space providing customized sales consulting and training services to high-technology organizations. The company sought a strategic partner for campaigns to reach their niche target personas using specific messaging to reach them at the right time.

THE CHALLENGE

Force Management needed increased support from an agency who could plan and execute a solid strategy for their ABM campaigns, targeting specific high-reward accounts.

The purpose was to drive awareness of the services Force Management offers by nurturing a select set of companies through digital display advertising to develop sales qualified leads (SQLs). To do this, a few challenges had to be overcome.  

First, niche audience. With such a specific target persona, it can be difficult to directly influence the right people within an organization to sway the sales process. Second, specific marketing tools and platforms were needed to target those specific accounts and ultimately implement the plan. And third, the marketing and sales teams had to unify their processes in order to achieve success.

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STRATEGIC ACTIONS

Supporting the ABM Effort

Account-Based Marketing is a strategic approach for B2B marketing that brings awareness to key influencers within ideal customer organizations in hopes of swaying the sales process.  Through discovery and strategy sessions, we identified opportunities to integrate all communication channels including social (paid and unpaid), email, and direct mail.
01

Identify

Pinpointed key accounts and their pain points for messaging

02

Design

Produced strategic creative assets to drive engagement

03

Target

Implemented display ads to target specific accounts

04

Support

Expanded our support to include video mailers, trade show collateral, and more

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