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Account-based Marketing and Communications Programs

Introduction

A multi-billion dollar technology consulting company came to us for help in building stronger relationships with its top strategic accounts spanning multiple industries including: state and local government, federal government, financial services, telecommunications and insurance.

In order to build loyalty, accelerate the sales cycle and elevate the company's chance for further success in these accounts, we proposed highly-targeted, account-based communications campaigns.

Approach/Solution

Working with executives from corporate communications, the solutions team and the local account teams, we designed a repeatable, proven approach to define and execute these campaigns. Our approach included:

  • Developing the messaging and value propositions that appropriately positioned the company in the minds of key decision-makers
  • Developing and executing a marketing communications plan that was fully aligned with account goals and was deal-focused
  • Shifting communications program focus from broad-based awareness programs to one-to-one approach
  • Implementing a repeatable methodology for defining effective account-based programs, leveraging creative vehicles to reach key decision makers and influencers
  • Engaging the account teams to ensure strategic alignment between Marketing Communications and Sales

Results/Key Metrics/ROI

  • Campaigns included specific tactics to reach the decision makers - providing the messaging and proof points that support the client's bid for new business.
  • Our team provided strategic direction, project management, writing, editing, production management, and quality control for all components of the campaigns. Campaign elements included thought leadership events, printed direct mail components, advertising (print, radio broadcast, airport and outdoor) and media outreach.

The campaigns generated overwhelmingly positive feedback from clients and company employees alike. Local account teams reported that both current and new contacts in the account frequently comment on the quality and impact of the advertising and indicate that they have found value in the thought leadership programs.