Adobe is the global leader in digital marketing and digital media solutions headquartered in Silicon Valley. Adobe helps its customers make, manage, measure and monetize their content across every channel and screen.
The Challenge
Adobe has an internal business development team that understands its product offering very well, however they sometimes struggle to adapt their message appropriately to create demand at the C-level.
Adobe wanted a partner that could help deliver real business value – not just appointments and leads, but pipeline opportunities and revenue. Plus strengthen the existing relationship between Adobe’s marketing and sales departments.
The Goals
- Support an established major account team of 10+ individuals to grow their sales pipeline and deliver immediate results.
- Generate awareness within large enterprise accounts around Adobe Digital Marketing solutions for web Content, web analytics and social media management.
- Understand the organizational structure of each target account, identify the decision makers and tailor prospecting based on their pain points and give them compelling reasons to engage with Adobe by demonstrating business value.
The Solution
- memoryBlue designed a 6-month program to prospect at the C-level and build Adobe’s pipeline of enterprise client opportunities.
- Decision maker identification – memoryBlue identified the right C-level contacts within each target account – both line of business (LOB) and IT.
- Account mapping and profiling – researched each account to understand its organizational structure and network within the different business units for each account. Also, to understand the technical and business context for each account contact.
- Sales Engagement – approached and engaged the target C-level contact identified in each account, communicating Adobe’s value proposition through a solution selling approach – each message is tailored for each client.
- Nurture longer-term opportunities alongside Adobe’s sales and marketing teams utilizing a multi-touch approach.
- Set up face-to-face meetings with target accounts
- Set meeting objectives
- Define meeting agenda
- Manage all logistic around the sales appointment
The Result
The results for the 6-month program were:
- memoryBlue identified 60 target accounts.
- Delivered an 80% penetration rate with enterprise target accounts.
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