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Branding, Content & Communications

Account-based marketing strategy to increase sales and strengthen relationships


OfficeMCI Brazil

LocationSão Paulo, Brazil

MCI Brazil crafted a unique account-based marketing strategy for VMware, targeting clients in the banking and healthcare sectors. Using design thinking, the approach focused on tailored content, relationship-building, and personalised activations. 

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MCI planned, created and executed a marketing strategy for VMware, a leading provider of multi-cloud services for apps. 

The goal of the project was to design and implement strategies to strengthen the partnerships, upsell and increase share of wallet, accelerate project implementation and contract renewal cycles, and to generate cross-sell and up-sell of app modernisation, hybrid-workforce and other multi-cloud solutions for three key clients.   

The solution was a unique account-based marketing (ABM) strategy. (ABM is a B2B strategy in which a supplier targets a select group of accounts that represent significantly higher expansion or growth opportunities with tailored marketing and sales support.) 


The strategy 

Using methodologies, such as design thinking, MCI together with the VMware team mapped the specific needs for each target company and the opportunities linked to the VMware solutions.  

To build the ABM campaign strategy, we then analysed the stakeholders and influencers in each organisation in order to create a value proposition and tactical plan.  

This 1:1 ABM strategy was based on a deep assessment of how to reach the clients’ decision makers, from technical staff to executive C-suite level. It also identified the personalised approaches and activations that would best demonstrate to each persona how VMware solutions could benefit their business. 

We then rolled out the plan, developing: 



The campaign was a great success. VMware has renewed the contract and almost doubled the budget, adding another two accounts to the account-based marketing services we supply to them. MCI was asked to produce Explore, VMware's inaugural event in Brazil, as well as a cooking experience for key clients.

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Identified new, key decision-makers, from tech staff to executives in each corporation


Identified optimal path to each persona and implemented communication


The campaign was so successful that it is being expanded to include more clients


MCI has been contracted to produce Explore, VMware's first big event in Brazil