Approach
What we did
Working collaboratively with the Strategic Account Director, Agent3 identified specific targets within IT, operations, HR and customer service / experience / engagement roles.
Agent3 adopted a strategy to build relationships, reach key influencers and find an opportunity for revenue growth with the retailer through a blend of activities. To achieve this, we executed a number of tactics. Below are examples.
We created a foundation for a strategy and story. Using our methodology of deep data analysis and expert consultancy to discover target account intent and propensity, we were able to build a precise picture of the targets. This included a subsidiary breakdown and analysis to get corporate objectives, relationship and intent trends analysis for key stakeholder groups and buying units.
We also aligned sales and marketing around a consistent message and then created client-facing account value propositions and planned out the customer journey, to inform the tactics that followed. These included a social selling campaign, a digital awareness raising/perception change campaign and a “more than CRM” campaign as well as targeted display ads based on the postcodes of the retailer’s key UK offices.
Other examples of tactics on the “always on” campaign included tracking key stakeholders and giving social selling support to the Director, Retail Industries, and Strategic Account Director. This was supported by informed and resonant content and Executive profiling (for possible conversations).
We also reacted quickly to the appointment of a new CTO, and used the appointment to Salesforce’s advantage. We executed a direct mail campaign to show how the Salesforce/retailer relationship could benefit the retailer in tandem with the tracking of other senior stakeholders.
In terms of revenue, Agent3 supported Salesforce with a major RFP (joint with Accenture) to create a value story plus creative as well as RFI support around a data management platform into the retailer.
Results
How it went
As a result of the project we achieved the ultimate ‘relationships’ outcome; Salesforce engaged with the retailer’s entire Executive board, including the CEO, at a Salesforce Innovation Council meeting in San Francisco.
Engagement also went beyond the c-suite; it extended to decision-making influencers, the retailer’s procurement team and practitioners.
The project achieved impressive revenue outcomes, given where it started. The most significant was winning the first multi-year, multi-million enterprise agreement.
Reputationally, Salesforce is now recognised by the Executive Board and key senior influencers across the retailer’s business as a potential key partner in its growth, development and transformation. This is a significant shift from 18 months prior when Salesforce was not even an approved supplier.
"Agent3 delivered a marked change from the way that we've previously approached marketing within our key accounts and brought ABM experience and excellence to Salesforce. The Agent3 team understands our business and provides a unique mix of strategic thinking, inspired creative and commercial rigor, whilst being agile, energetic and pragmatic. Working with Agent3 is a real partnership and I look forward to continued success. "
Strategic Account Director, Salesforce