Where the engagement started
A premium industrial automation company sold into large organisations where many people influence a purchase. Broad lead generation brought few relevant conversations, so the company needed a programme focused on specific named accounts.
What was missing
- Volume lead generation was not reaching the right accounts.
- Several stakeholders per account, each with different concerns.
- Premium positioning that needed tailored, not generic, outreach.
What was done
Agreed a list of named target accounts with the client.
Mapped the buying committee in each account, from technical evaluators to senior leadership.
Ran tailored, multi-channel outreach per account and stakeholder.
Delivered relevant, high-quality conversations to the client within a few months of engagement.
Results
- An ABM programme delivered across named enterprise accounts
- Relevant, high-quality leads within a few months of engagement
- Engagement across both technical and senior stakeholders
- Premium positioning preserved
Why it worked
In a multi-stakeholder market, relevance beats volume. Focusing effort on named accounts and the whole buying committee produced fewer but better conversations.
What this means for exporters
GlobalSDO applies the same approach through its International ABM service for automation exporters entering new regions.