1:1, 1:few and 1:many ABM, delivered by a fully integrated sales and marketing team, produced a program recognized by O2’s board as one of the firm’s key business initiatives
We analyzed the account landscape and ran ABM programs tailored to verticals, clusters and individual accounts, generating £260m in pipeline and £39m in closed won revenue.
O2 Business had no problem securing meetings with prospects to talk about mobile phones but lacked awareness for other IT propositions.
The marketing and sales team needed to identify accounts with the highest propensity to buy and land the message with relevant, compelling communications.
High potential sectors and accounts were identified using sales team insights and propensity modelling, then tiered into three segments: ABM Vertical, for priority sectors; ABM 100, for the key accounts within those sectors; and ABM Lighthouse, for the eight most strategically important accounts.
Sales and marketing collaborated on a program which used a mixture of bespoke and templated content, depending on the segment, to acquire, retain and grow high priority accounts and increase market share.
return on marketing investment
increase in new opportunities
increase in audience engagement
Head of Marketing, Enterprise & ABM, O2 Business
Head of Business Marketing, O2 Business