Salesforce APAC

Leveraging deep discovery for Salesforce’s pan-industry ABM solution

Challenge

Project background

Salesforce wanted to enhance its reputation, grow key executive relationships and increase revenue across 45 strategic accounts spanning 9 different industries. This was to be achieved through the ABM 1:Few program. Agent3 had to work closely with the established internal marketing teams to ensure each account felt a level of personalisation and relevance through the assets they received from the Sales team. This in turn would encourage conversations and assist in the signing of deals.

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Approach

What we did

Agent3 developed a 1:Few Responsive Model ABM Program clustering the 45 strategic accounts across 5 business themes, based on rigorous insights, discovery and planning with individual Account Executives.  The Responsive model enabled the ABM team to escalate support at key customer journey milestones - called 'Moments that Matter' - to optimise ABM effort and impact during the sales cycle.

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Results

How it went

Salesforce’s A/NZ ABM program contributed 32% of total Marketing Pipe, achieving 58% above target and delivering a  26x ROI.

“What an amazing job that they do in
helping us connect with our most strategic customers - our Top 50 in Australia and New Zealand - and really helping us elevate that connection and conversation with those customers. Really raising the bar with the professionalism with which we engage with those customers, the narratives we build, the different themes we’ve taken across the multi-account approach. Certainly the 1:1 engagements have been very strong.”

Colin Timm

former SVP and Country Manager, Salesforce, Australia

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