Demandbase > Case Studies > Hexagon's Strategic ABM Approach with Demandbase

Hexagon's Strategic ABM Approach with Demandbase

Technology Category

Platform as a Service (PaaS) - Application Development Platforms

Applicable Industries

Cement
Equipment & Machinery

Applicable Functions

Sales & Marketing

Use Cases

Autonomous Transport Systems
Transportation Simulation

About The Customer

Hexagon is a global leader in digital reality solutions, combining sensor, software, and autonomous technologies. They utilize data to enhance efficiency, productivity, quality, and safety across various sectors including industrial, manufacturing, infrastructure, public sector, and mobility applications. As a data-driven company, they have a high standard for their ABM program. Hexagon is an enterprise-level organization offering a wide range of solutions, which sometimes results in different teams working within the same account, leading to uncoordinated activities.

The Challenge

Hexagon, a global leader in digital reality solutions, was facing challenges in coordinating their Account-Based Marketing (ABM) activities. Despite having a data-driven approach, their ABM program was not as efficient as it could be. The company was already conducting some ABM-like activities, but they lacked a strategic approach to amplify their success. The main challenge was the lack of a comprehensive view of all their activity within an account and a cohesive account-centric approach. This was due to the breadth of solutions they offered, which often resulted in different teams working within the same account, leading to uncoordinated activities and potential customer touchpoints. The goal was to build a true ABM program that matched their needs as an enterprise-level organization.

The Solution

Hexagon leveraged Demandbase to infuse Account Intelligence into all their decisions and automate their workflow. They made key shifts in their go-to-market strategy and created an ABM Council to increase collaboration and prevent spamming accounts. They also tapped into intent signals to target the right accounts and aligned their advertising budgets with the right targets. Demandbase provided a unified experience, saving them from having to stitch together multiple tools. With Demandbase, Hexagon was able to stop relying on hunches and use data to fully understand their accounts. This enabled them to target the right accounts and people, at the right time, with content they were interested in. They also gained a unified view into all their account communications and activity, preventing teams from stumbling over each other and confusing buyers with multiple messages.

Operational Impact

With Demandbase, Hexagon has significantly improved their go-to-market strategy. They have fostered more collaboration between sales and marketing, leading to a more account-centric approach. The creation of a cross-functional ABM Council has allowed them to review data, initiatives, and agree on a path forward for their GTM strategy. They have also been able to create more personalized buyer experiences by tailoring content based on the journey stage, intent signals, and levels of engagement from each account. This has resulted in more productive conversations and a better buyer experience. Furthermore, they have been able to measure the success of their ABM program, which was not possible before implementing Demandbase. This has helped them better plan for the future and has positively impacted their larger GTM strategy.

Quantitative Benefit