How Ultimo successfully started with account-based marketing

Challenge

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. Together we gathered insights into the industries, the accounts and the DMU, and translated these into campaigns.” 

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

Ultimo launched the first campaign with personalized and account-relevant content. This campaign was a good starting point for other campaigns directed at the remaining industries and accounts. 

Result

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.”