A global tech service provider increases its key account presence and business by evaluating the impact of its ‘Account-Based Marketing’ (ABM) initiatives. Feedback Insights helped in creating a measurement framework to measure CSAT, Brand and factual data across sales & marketing.
Approach
LISTEN
What is the Challenge?
- The client wanted to introduce and scale Account Based Marketing in 25 key accounts, across geographies and industry verticals. The objective was to measure financial performance, client perceptions, and the voice of the internal stakeholders.
PLAN
Addressing the Challenge
- A quantitative study was conducted to identify the right metrics and assess the opinions of the right set of stakeholders. Feedback Insights created an ABM Index framework to track performance. The ABM index helped measure the performance, client perception, and stakeholder feedback and converted the same to a ‘Red/ Amber/Green’ rating system.
ACCELERATE
Actionable Insights
- Helped choose the right data sources to ensure fair representation of the voices of all stakeholders.
- Identified the improvement initiatives and drove sustainable growth.
- Helped plan enhancing engagement at the CXO level.
- Built a targeted account approach based on customer requirements.
- Planned marketing activities that raised awareness and familiarised accounts with digital services.
Business Outcomes
