+40% increase in business volume in 2 years with ABM strategy and CRM and Marketing Automation technologies
As a B2B product, Accept had difficulty reaching the decision-makers of target accounts. Therefore, an Account-Based Marketing strategy was designed, supported by CRM and Marketing and Sales Automation, which allowed to increase sales in target accounts and also to increase the database and brand awareness. In addition, marketing technologies allowed to optimize marketing and sales processes, align teams, and get a 360º view of all funnel steps. With this solution, Accept had 40% growth in business volume in 2 years.
+40%
Business Vol. in 2 years.
Alignment
between Marketing and Sales.
360º View
of the customer journey.
In terms of sales value there was a big increase indeed, but I can't relate it only to the introduction of these technologies. Where there was effectively an increase directly related to these technologies, was in the increase of contacts and brand awareness.
The Client
Industrial quality control software
In the market since 2002, Sinmetro, a company specialized in developing software for industry and services, has developed the ACCEPT System, a powerful set of software solutions for industrial quality control, which allows a comprehensive real-time view of different aspects of production, optimizing performance, reducing time and costs.
The Marketing part was not very well worked out or systematized, and when we decided to take this step and invest in a sales team to increase the success of our service, we realized that it made no sense to do it without first complementing it with marketing software.
The Challenge
Marketing and Sales alignment and KPI control
Having launched a B2B product, the ACCEPT System, Sinmetro found it difficult to attract its main target audience: industrial managers in the areas of production and quality. It also needed better alignment between the marketing and sales teams, as well as a detailed view of all the steps in the marketing and sales funnel.
All processes now go through the CRM, so there was clearly an increase in productivity and everything became clearer and correctly directed.
The Solution
Account-Based Marketing supported by CRM and Marketing and Sales Automation
To overcome the challenges that Sinmetro felt, an Account-Based Marketing plan was designed to attract and win key accounts, with a profile that had the characteristics of the ICP (Ideal Customer Profile) and the main personas. So, an ABM strategy was created that combined CRM and Marketing and Sales Automation. Therefore, several relevant contents were created, as well as personalized email workflow sequences, in order to capture the attention of the decision makers of each target company. Given the nature of the business and the volume of information to be worked with, Zoho One proved to be the ideal tool, after Ontraport was also used. To improve the global vision of the entire marketing and sales funnel, Maestro was used, with dashboards to analyze the entire customer journey and the marketing and sales performance.
The number of new customers, new contacts gained and brand awareness performed much better after the introduction of marketing technologies.
The Results
+40% business volume in 2 years and increased brand awareness
After implementing the Account-Based Marketing plan, Accept was able to increase business volume by 40% over 2 years and get a unified view of marketing and sales areas through Zoho One, as well as attract and close deals on target accounts. With Maestro, Sinmetro started to have customized Dashboards for Website Analytics & Heatmap, Paid Media, Account Forensics, Database & Email Marketing, Behaviour Scoring, Marketing and Sales Pipeline, among others, which allowed the company to have a 360º view of the state of sales and marketing in the various digital channels.
Working with Liminal allowed us to clearly define a marketing and sales strategy for ACCEPT, based on the best marketing technologies. I highlight the great willingness and openness of Liminal to discuss and adjust the processes, as we get feedback from the market.
Success Stories
