An end-to-end ABM strategy driving ROI of 13:1 in closed opportunities

2018-10-29T14:15:31+00:00
Case study

An end-to-end ABM strategy driving ROI of 13:1 in closed opportunities

Client

BT

What we worked on

1:1 ABM
Cluster ABM
Agent3 Platform
AdTech
Creative

What we achieved

ROI of 70:1
13:1 for closed revenue

BT wanted to implement an ABM strategy to drive greater opportunity, retention and customer engagement across 343 key accounts in the UK.

Agent3 has helped introduce a blended structure of 1:1, ‘Cluster’ and programmatic ABM approaches, as well as arming BT’s sales teams with self-serve account insights through the Agent3 Platform and rolling out a new ‘social selling’ program.

During 2016-17 the ABM program drove an ROI of 70:1 in terms of open opportunities generated, and 13:1 for closed revenue.

“The ABM program enables us to use insight and Intent data monitoring to plan content for integrated sales and marketing campaigns that are relevant and timely. Ultimately we are able to use data points and marketing automation capability to turn ‘unknown’ Account interest into ‘known’ Account contacts, and then to Account opportunities.”

Emma Gould, Marketing Manager

Categories

Categories