Case Study

Unit4: A Cross-Functional ABM Program Built On Buying Signals And Buying Groups

July 7th, 2023
Amy Hawthorne, Principal Analyst
Amy Hawthorne Principal Analyst
Malachi Threadgill, null
Malachi Threadgill
With contributors:
Lisa Nakano , Maria Alexandrou , Arianne Burnette

Summary

Modern marketing requires a dynamic approach that leverages data and insights to prioritize accounts based on fit and intent. Unit4 embraced this approach with a strategy that defined target accounts, opportunities, and buying groups, and then focused marketing programs on those accounts showing signals that they were looking for a new solution. Collaboration between marketing and business development executives (BDEs) was successful in a joint effort to pioneer change. In this case study, we explore how Unit4 optimized their dynamic account-based marketing (ABM) program to align to their buyers and their buyers’ needs while also increasing conversions, win rates, and deal size.

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