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Schréder puts account-based marketing into practice

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How do you make account-based marketing work across different countries and teams?

That was the challenge Schréder wanted to solve. The company provides smart and sustainable lighting solutions for roads, cities, public spaces, sports facilities and industrial environments around the world.

Five team members joined the B2B Vision Academy to take part in our ABM Essentials programme: marketing managers from Germany, the UK and Belgium, and group-level specialists in internal communications and training.

The Challenge – Creating a shared ABM approach

Schréder wanted to build practical account-based marketing skills across its international team.

The team planned to start with one sector, learn from the experience and then apply those lessons in other markets. The pharmaceutical sector became the first focus, building on knowledge that already existed within the team.

They were looking for more than an online course focused on theory. The programme needed to include practical training, real examples and assignments that the team members could apply to their own regions between sessions.

A clear method and useful templates would also help local and central teams work together more consistently.

How SPOTONVISION helped

We helped the team apply account-based marketing step by step to a real market.

The programme combined explanations with practical examples and assignments. After each session, participants applied the next step to the pharmaceutical sector and their own region.

During the final clinic, the team worked through the full ABM process. They prioritised accounts, mapped the buying group and developed ideas for relevant messages and activities.

One group created a 1:1 approach for a specific account. The other developed a 1: few approach for a group of similar accounts. This gave the team experience with both forms of account-based marketing and helped them understand when each approach works best.

“ABM Essentials was very interesting and clear, with concrete and practical exercises. The final day of the B2B Vision Academy was the best, as it took us through exactly what we need to do for our target audiences. We now know where and how to start.”

Thomas Sohet, Growth Marketing Specialist Europe – Schréder

Results – Knowledge the team can put into practice

The team now understand the main steps of account-based marketing and have practised how to apply them.

The programme has given Schréder:

a clear method for planning an ABM programme;
experience with both 1:1 and 1:few account-based marketing;
templates for future projects;
an initial approach for the pharmaceutical sector;
a starting point for applying ABM in other markets.

Put account-based marketing into practice

The B2B Vision Academy helps marketing and sales teams build practical B2B skills they can use in their own organisation. With ABM Essentials, teams learn the key principles of account-based marketing and apply them to their own accounts, markets and organisation. Want to know more? Feel free to reach out.