Businesses Using ABM the Right Way
Veeam Software was shifting its go to market strategy to target the enterprise space, focusing on approximately 1,400 accounts worldwide. Since Veeam is 100% reliant on the channel to drive sales, the company had to shift its channel marketing strategies to more of an account-based marketing (ABM) approach to effectively engage with the top accounts.
Veeam implemented an end-to-end program with MRP that began a database that was built and run through the MRP Prelytix platform to prioritize accounts by their stage in the buyer journey. Then, an ABM strategy consisting of direct mail and inside sales was developed to target the most active prospects.
Veeam’s campaign results were impressive. The program, which began in Veeam’s southeast region, was so successful that it was quickly adopted by the other regions. On average, partners saw a 50% conversion rate from profiled leads to meetings; a 25% conversion rate from meetings to pipeline opportunities; and overall campaign goals that were exceeded by 65%.