A B2B enterprise software company came to us with long sales cycles, low penetration in key accounts and a commercial approach without sufficient personalisation for the segment it was trying to win.
This B2B software company faced a typical enterprise segment challenge: long sales cycles that were difficult to accelerate. The commercial approach was generic, with no differentiation per account, and marketing was not aligned with each potential client's buying process.
Penetration in key accounts was low because there was no Account-Based Marketing strategy structured. Sales and marketing teams operated in a misaligned way, with no shared execution plans and no content adapted to each account.
O objetivo era claro: reduce the sales cycle and increase penetration in strategic accounts, creating a personalised commercial approach oriented to each decision-maker's profile.
Long sales cycles with low progression rate between buying process stages
Low key account penetration due to lack of personalised approach per decision-maker
Misaligned sales and marketing teams with no shared execution plans
Generic commercial content with no differentiation by account, sector or funnel stage
No CRM with behavioural tracking to prioritise accounts and personalise contact timing
We built a Account-Based Marketing strategy focused on 12 strategic accounts. Each sprint was designed to align sales and marketing, creating coordinated execution and content adaptado ao perfil de cada conta.
focused on 12 strategic accounts, defining priorities, selection criteria and specific objectives per account
e etapa do processo de compra, criando mensagens e momentos de contacto adaptados a cada perfil de decisor
including whitepapers, videos and private landing pages created specifically for each target company
through shared execution plans with clear responsibilities, defined cadences and common objectives per account
at account level to monitor engagement, identify buying signals and prioritise commercial contact timing
with real-time visibility over the progress of each opportunity, recorded engagement and defined next steps
