Engage With Your Key Targets and Start Conversations with Account Based Marketing
Sales and marketing alignment, a higher customer relevance in marketing content and ensuring that the right decision makers receive marketing messages that are relevant to them – these are goals that are high on the agenda for most companies. By implementing Account Based Marketing, Siemens PLM Software managed to achieve this and more.
About Siemens PLM Software
Siemens PLM Software a business unit of the Siemens Digital Factory Division, is a leading global provider of software solutions to drive the digital transformation of industry. Its Smart Innovation Portfolio helps manufacturers optimize their Digital Enterprise and realize innovation.
The Business Challenge
Siemens is a huge global brand, but the various units within it need to take extra steps to be recognized by the appropriate client base with their specific propositions. Much of the addressable market for Siemens PLM Software had not been effectively made aware of the solution on offer.
Within Siemens PLM Software’s key target industry, it is a challenge to effectively implement paid search, not least because it is hard to define what customers actually search for. Four key target accounts had been worked on for 12–18 months using a variety of marketing and business development tactics, without successfully opening up a meaningful dialogue.
These accounts were high priority but considered cold. The challenge was to increase the contact base to get to top of mind in the account buying centers, while building on the knowledge and sales insight already gathered around the clients and their current projects. As a result, this campaign was focused on pinpointing different areas to establish and build awareness within target account influencers and decision makers.
- All four accounts become PQLs and SQLs, and marketing pipeline generated up to £2.9 million.
- Internal recognition as Best Global Campaign within Siemens PLM Software worldwide, winningthe Wilson Award September 2016 for the Oil & Gas Campaign, “50% due to Dun & Bradstreet’s Account Based Marketing!”
- The Dun & Bradstreet campaign showed the level of interest from the technical & senior management audiences in the targeted accounts, which was combined with highly targeted and specific messaging that produced actionable insights for each account for the sales and marketing teams.