Case Study

How VMware Implemented A Successful Account-Based C-Suite Engagement Strategy

December 5th, 2022
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst
With contributors:
Lisa Nakano , Chantelle Fynn , Arianne Burnette

Summary

Although account-based marketing (ABM) is increasingly popular in APAC, it can be challenging if practitioners simply replicate an approach used in another region. VMware APAC avoided these pitfalls and successfully navigated some of the most common challenges with setting up an APAC ABM program. It identified clear goals for top accounts aimed at demonstrating best-in-class customer experience and technology leadership, and then securing transformational deals. In this case study, we describe VMware’s approach to identifying and engaging accounts in APAC and the results that these efforts delivered.

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