ABM for Partner Marketing
“If you want to go fast, go alone, if you want to go far, go together"
At The ABM Agency, we don’t just do awesome ABM; we create ecosystems where businesses can thrive together. Our strategic, data-driven approach ensures that your partner marketing efforts are not just collaborative but also highly targeted and effective. With our expertise, you can unlock new markets, engage more deeply with your target accounts, and drive significant growth for your business.
Let’s transform your partnerships into your most powerful asset.
Who we work with
ABMA works with
you to:
Identify and Align with the Right Partners
- Align with Goal-Compatible Organizations: We facilitate partnerships between companies that mirror each other’s objectives and target the same account base.
- Share Market Vision: Collaborate with entities that complement your market insights and vision.
- Mutual Target Account Base: Gain access to a wider yet focused pool of potential clients through paired strategic efforts.
Craft Joint Value Propositions
Forge a unique selling proposition that encapsulates the strength of a dual offering, addressing specific needs and exceeding client expectations.
Target Account Selection and Insights
Harness the power of combined market data and insights to identify and select accounts poised for maximal benefit and growth from your collaborative solutions.
Choose Your ABM Approach
- 1:1 ABM Strategy: Ideal for high-value accounts needing a personalized, tailor-made marketing experience
- 1:Few ABM Strategy: Effective for targeting clusters of accounts with similar needs, allowing for a more scalable and relevant reach.
Joint Campaign Development
Develop marketing campaigns that exemplify a harmonious collaboration, delivering messages that resonate strongly with your collective target audience.
Content Co-Creation
Unite to create compelling, educative, and persuasive content that drives home the unified message of your partnership’s value.
Build Agile Execution and Campaign Optimization
Implement dynamic campaigns with the agility to adapt to real-time analytics, ensuring each campaign achieves peak performance
Measurement and Reporting
Gain crucial insights into the effectiveness of your campaigns through detailed performance and engagement analysis to facilitate ongoing strategic refinement.
Case Study
Transforming Partnerships into Success Stories
To illustrate our partner marketing prowess, let’s delve into a recent success story. We partnered with a leading cybersecurity firm and a cloud services provider, both aiming to penetrate the highly competitive financial services market. The challenge was not just to highlight the individual strengths of each partner but to showcase the combined value they could offer to financial institutions facing sophisticated cyber threats.
A Global Cybersecurity Leader Creates $38,000,000 in Pipeline
Leveraging ABMA’s custom influence scoring model (CIS)
The Power of Partnership
Our client is an American multinational cybersecurity company. The company serves over 70,000 organizations in over 150 countries, including 85 of the Fortune 100.
In conjunction with their Global System Integrator (GSI) partners, they wanted to develop a comprehensive ABM strategy for engaging with key stakeholders, identifying new opportunities, and driving cross-sales growth across seven, strategic, GSI partnerships. The program was based on the client’s SASE and SD-WAN solutions, with implementation and support managed by their GSI partners.
Mapping Partnerships and Value Proposals
Understanding the interpersonal relationships between the partners and their prospects was key to improving consideration for the client amongst our targeted stakeholders.
We worked closely with both sales leadership and account managers from both the client and their GSI partners to develop a complex picture of target accounts, stakeholder needs, relationships, and barriers.
We also worked to create streamlined alignment between sales and marketing to map relevant messaging for 1:1 and 1: Few campaigns. Our primary goals were to expand the buying group, deliver compelling messaging, and accelerate the sales cycle.
125% increase in meetings booked with targeted accounts by connecting sales and marketing relationships across the GSI network
When We Say 1:1, We Mean 1:1
We created highly detailed psychographic profiles of each decision maker, which included their personal preferences, communication styles, work habits, and purchasing motivations.
Based on our research—and our bespoke custom influence scoring model—we determined the best tactical and messaging approach for each decision maker to facilitate a meeting that would contribute to an eventual sale. This included tactical in-person activations at prospect events and exclusive invitations to executive-level engagements.
Notable Results
- Leveraged existing relationships with GSI partners to identify new opportunities
- Launched full 1:1 and 1:few GSI programs with multiple internal stakeholders in 60 days
- Provide sales and technical training to GSI partner staff
- Organized joint sales and marketing events with GSI partners
- Improved decision maker relationships by 58% according to our CIS (Custom Influence Score) metrics
- Saw a 125% increase in meetings booked with key-stakeholders across our GSI target accounts
- Delivered $38M in revenue
Strategy & Execution
The campaign kicked off with a series of co-hosted webinars and roundtable discussions, featuring experts from both partners discussing the evolving cybersecurity landscape. This was supplemented with targeted social media campaigns, interactive eBooks, and case studies demonstrating real-world applications of their combined solutions.
Results
Why Choose The ABM Agency?
- Data-Driven Approach: Rest assured that every decision is backed by data, ensuring the effectiveness of your campaigns.
- Client-Centric Customization: Your campaigns are calibrated to meet the unique needs of your target accounts with precision.
- Comprehensive Analysis & Improvement: We don’t just track metrics; we use them to continuously enhance and optimize your marketing efforts.
