Account-based marketing strategy to increase sales and strengthen relationships

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.) 

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 content strategy, which included case studies and personalised videos  
• relationship activators, such as metaphorical giveaways or desk drops 
• creative approaches, for example, a focused digital campaign comparing our client’s competitor maturity 
• training materials in order to prepare a targeted accounts team to advocate in favour of our client’s solutions 

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.