Ultimo adopts an ABM implementation success framework

Ultimo Software Solutions is a Dutch company by origin, which has actively developed software for efficient management of company resources and processes since 1988. Recently, Ultimo collaborated with SPOTONVISION to adopt an ABM implementation success framework, aiming to enhance their approach to targeted account-based marketing and strengthen their position as a leader in Enterprise Asset Management software in North-West Europe.

Challenge: Building a foundation for ABM implementation success

Ultimo wants to grow its customer base and become the leader in the area of Enterprise Asset Management software in North-West Europe. “In addition to a couple of specific sectors, we want to focus on several target accounts. We needed a blueprint to ensure the successful implementation of our account-based marketing approach. Moreover, we want to be able to introduce Ultimo on different levels within the specific accounts and build relationships with them, “says Roy van Huffelen, Marketing Manager at Ultimo.  

Solution

Ultimo brought in SPOTONVISION to help in taking the first steps towards a successful roll-out of account-based marketing. Roy van Huffelen: “SPOTONVISION showed us the world of ABM and its possibilities. During an initial workshop, we discussed our goals, themes, and focus, establishing the foundation for an ABM implementation success framework. Together, we gathered insights into the industries, the accounts, and the DMU, and translated these into actionable campaigns aligned with the framework.”

“We obtained additional insights during a series of work sessions, in which both Marketing and Sales contributed actively. These sessions further enriched our ABM implementation success framework. Accordingly, we selected the target accounts based on an account qualification matrix. Next, we added more detail to the DMU and buyer journeys of the accounts,” says Roy van Huffelen.

Result: Achieving success with an ABM implementation success framework

Roy van Huffelen: “We learnt a lot during the process and we now understand better what we should do. During the development of the ABM plan, we immediately put ideas into practice. Thanks to that, the first results were already visible by the time the ABM plans were delivered. The project gives us a good framework. It helps us to create awareness and increase engagement of important stakeholders within the specific accounts, and in the end to generate new business.”