Account-based Marketing Win-Back Campaign Drives $3M

Our client came to us for help developing and executing a win-back strategy as part of their three-year growth plan.

Challenge

Winning back business after losing it to a competitor is no easy feat. Our client had tried building relationships with senior executives at win-back targets but had low conversion rates. They needed the right partner to develop a tailored ABM approach for their growth goals.

ABM can be powerful for winning back lost clients, but requires careful planning and execution. Our client’s team needed an ABM agency to execute a one-to-one strategy and plan.

Solution

To successfully win back lost business, it’s essential to deeply understand why the account was lost in the first place. During the research phase, we developed a detailed understanding of each target account and their key pain points based on internal sales team knowledge and external insights. We also gathered information about primary decision-makers, growth trajectory, financials, and news stories to build a highly personalized, comprehensive campaign.

We created an executive playbook and guide to help senior executives have meaningful conversations at industry events and improve sales processes. Finally, we executed a tailored email campaign and advertising strategy across channels for each target.

Results

Our efforts, combined with our client’s, drove $3M in win-back revenue. Our broader marketing plan helped strengthen relationships with key accounts, resulting in new sales opportunities.