Case Study

Hitachi Vantara: Leveraging Account Insights To Drive One-To-One Account-Based Marketing With Strategic Accounts

November 5th, 2019
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst
Robert Peterson, null
Robert Peterson
With contributors:
Steven Casey , Laurynn Bedard , Arianne Burnette

Summary

A shifting landscape required the sales and marketing teams at Hitachi Vantara to take a differentiated approach to strategic accounts. Building a collaborative, cross-functional account-based marketing (ABM) program provided the foundation for tighter sales and marketing alignment. The teams used a multifaceted insights platform to help marketing build tactic plans directly mapped to known needs of strategic account contacts. In this case study, we highlight how Hitachi Vantara responded to a merger and a shifting landscape to address awareness challenges and expand beyond traditional customer buying centers by developing an insight-driven large ABM program focused on high-value accounts.

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