While they’d already seen significant improvements since implementing an account-based approach, it was time to launch the next iteration of their ABM efforts. Taking the Guesswork Out of Their ABM StrategyĪt about the two-year mark of practicing ABM at Hexagon Xalt, Kim was prompted to find ways to do ABM “better and faster”. Kim carried this mindset with her from pre-acquisition to her current role as Executive Director of Sales Operations at Hexagon Xalt, the digital solutions division of Hexagon AB.
Without knowing the answers to those questions, you can’t adequately customize your marketing and build a sustainable pipeline. In order to truly address this challenge, Kim and her team had to ask themselves: This makes it difficult to build targeted campaigns and communicate expertise at scale.
Companies that sell complex products will empathize with this - there’s an incredible amount of customization that has to happen to sell complex products to niche audiences. Some of this process, Kim admitted, involved a lot of guesswork.īut it also involved a lot of reflection. Crafting compelling stories around their key product lines.Determining which industry segments were the best fit for their products using data like.
Identifying the different segments of the manufacturing industry.Their marketing and sales teams were working in tandem to figure out what “ABM” should look like in their organization. Much like most anyone’s first ABM program, it was a learning experience. They made the decision to focus their initial account-based efforts on the manufacturing industry, where they felt they had a firmer understanding of the space and could build a program with longevity. They were experimenting with ABM as a more efficient way to win new logos faster in order to build a sustainable pipeline and take up more space in the market. Kim’s First Experience with ABMīefore its acquisition by Hexagon AB, Kim led the sales team at Catavolt, a start-up that helped businesses within the healthcare, construction, and manufacturing industries accelerate their digital transformation by providing revolutionary digital solutions with disruptive technologies. Their Executive Director of Sales Operations, Kim Brown, recently joined us on a webinar to share her ABM story and explain how she got corporate buy-in on transitioning to an account-based model. Hexagon Xalt, a division of Hexagon AB, is a Fortune Global 2000 company whose mission is to help manufacturing, construction, aggregate, and material handling businesses adapt to digital market environments and improve their operations by fully leveraging IoT data. How Hexagon Xalt Uses ABM to Drive Pipeline and Strengthen Their Brand
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