Acxiom built a sales pipeline worth £1.5 million within 120 days by implementing an account-based marketing (ABM) strategy focused on the automotive industry. The campaign involved selecting target accounts using first and third party data, developing buyer personas and insights, and executing a content strategy across demand generation, one-to-many, and one-to-few engagement. The four month campaign engaged 86 accounts total and 35 accounts through more personalized one-to-few engagement, resulting in 6 meetings that added £1.5 million to the sales pipeline. Key learnings included blending different data sources and insights to improve intent signals and coordinating sales and marketing teams for more effective engagement.

1. ABM in Action
How Acxiom built a sales
pipeline in 120 days

2. Jo Robson
Marketing Director
Alex Embling
CEO
© STRATEGIC INTERNET CONSULTING LIMITED

3. ©2019 Acxiom LLC Confidential

4. Why ABM?

5. Influence target accounts Identify and engage DMU Accelerate pipeline
Build reputation Deepen relationships
Sell new offerings and
enter new markets
Enhance credibility Develop advocacy
Increase win rate
& deal size
Reputation Relationships Revenue
© ITSMA

6. Travel Retail
Financial
Services
Automotive

7. A closer look
Automotive industry

8. Strategy

9. Campaign
Execution Plan
Content
Strategy
Account
Selection
Ideal Customer
Profile
Insights
Brief
Buyer Personae
Development

10. Account selection
1st & 3rd party data

12. Insights development

13. Buyer Personae
Development
Content
Strategy
Campaign
Planning
Ideal Customer
Profile

14. The campaign

15. Content strategy
Demand generation
& One-to-many ABM
One-to-few
SDR & Social selling

16. The results

17. 4
Campaign length
(months)
86
Accounts
engaged
35
Accounts
one-to-few
6
Meetings
£1.5m
Pipeline

18. Key learnings

19. Blended Data Insights Intent
Sales &
Marketing
SDR
SDR &
Marketing
Personalisation

20. What’s next?

21. New
Clusters
Account
Selection
Data
One-to-one
ABM

22. Want to see the
video of the seminar?
content@strategicabm.com
strategicabm.com acxiom.com