Designing innovative solutions for a just transition
Creating a bespoke account based marketing strategy for social innovation and impact strategy agency, Archipel & Co
Company: Archipel & Co.
Name: Justin Dekoszmovszky
Title: UK Founder & Managing Director
Testimonial:
“Deep subject matter expertise that delivered detailed final deliverables including actionable insights and tools with real growth potential.”
Services
AMB (Account based marketing) Strategy
Brand Hierarchy, Target Audience, Budget Setting, Growth Funnel, Tech Stack, CRM Set Up, Automation, Engagement Scoring, Growth Team Set Up, Growth Process & Much More.
Archipel & Co are a social innovation and impact strategy agency who partner with organisations to prepare, test, launch and scale approaches that deliver on the potential of enterprise for positive impact.
Archipel & Co engaged Zebra Growth to help develop a comprehensive growth strategy, with a focus on targeted Account Based Marketing (ABM) that was relevant for a post pandemic world and provided the insights and tools necessary to enable the team to manage and monitor a complex marketing function.
The Problem
The Solution – Why ABM?
% Reporting improvement from ABM
The 3Rs: ABM provides benefits beyond revenue,
also improving reputation and relationships
ITSMA and ABM Leadership Alliance ABM Benchmarking Survey, July 2017
Benefits of ABM vs traditional marketing approach
Key Differences
Discovery
To provide a solution, first you need to diagnose the problem.
The Growth process started a workshop and survey. A relaxed conversation with the key stakeholders in the business, using carefully selected exercises and focused facilitation to bring the powerful insights and golden nuggets of wisdom to the surface. Providing us with the baseline to begin developing the ABM strategy.
First we worked with the client to understand and clearly define objectives that would be easy to benchmark and measure success against when it came to implementing the strategy.
We then worked with the client to build a comprehensive but easy to use customer relationship management system to manage relationships with existing clients and new accounts. The system set-up included:
The Funnel
To ensure that all marketing efforts were maximised, we then focused on the Account Based Marketing funnel and how marketing & sales can integrate smoothly. The ABM funnel consists of 4 main stages – identify, engage, convert and advocate.
ABM growth cycles & automation
To ensure that all marketing efforts were maximised, we then focused on the Account Based Marketing funnel and how marketing & sales can integrate smoothly. The ABM funnel consists of 4 main stages – identify, engage, convert and advocate.
Growth Cycle
Email Automation
Outcomes
Benefits & Impact
Benefits
Impact
Immediate: Clarity on who to hire, who to train and how to communicate how they will achieve their growth goals
Long term: Implement a comprehensive strategy that further develops the brands position as thought leaders in the sector allowing them to accelerate their contribution to the just transition