海克斯康基于需求基础的战略 ABM 方法
技术
- 平台即服务 (PaaS) - 应用开发平台
适用行业
- 水泥
- 设备与机械
适用功能
- 销售与市场营销
用例
- 自主运输系统
- 交通模拟
关于客户
Hexagon 是数字现实解决方案的全球领导者，融合了传感器、软件和自主技术。他们利用数据来提高工业、制造、基础设施、公共部门和移动应用等各个部门的效率、生产力、质量和安全性。作为一家数据驱动型公司，他们对 ABM 计划有很高的标准。 Hexagon 是一家提供广泛解决方案的企业级组织，有时会导致不同团队在同一帐户中工作，从而导致活动不协调。
挑战
Hexagon 是数字现实解决方案的全球领导者，在协调基于帐户的营销 (ABM) 活动方面面临着挑战。尽管采用了数据驱动的方法，但他们的 ABM 计划并没有达到应有的效率。该公司已经在开展一些类似 ABM 的活动，但他们缺乏扩大成功的战略方法。主要挑战是缺乏对账户内所有活动的全面了解以及以账户为中心的统一方法。这是因为他们提供的解决方案很广泛，这通常会导致不同的团队在同一客户中工作，从而导致活动不协调和潜在的客户接触点。目标是构建一个真正的 ABM 计划，以满足他们作为企业级组织的需求。
解决方案
Hexagon 利用 Demandbase 将账户智能融入到他们的所有决策中并实现工作流程自动化。他们对进入市场策略做出了重大转变，并成立了 ABM 委员会，以加强协作并防止垃圾邮件帐户。他们还利用意图信号来定位正确的客户，并将广告预算与正确的目标保持一致。 Demandbase 提供了统一的体验，使他们不必将多个工具拼接在一起。借助 Demandbase，Hexagon 能够不再依赖直觉，而是使用数据来充分了解其账户。这使他们能够在正确的时间针对正确的帐户和人员，提供他们感兴趣的内容。他们还获得了所有帐户通信和活动的统一视图，防止团队彼此绊倒，并防止买家因多条消息而感到困惑。
运营影响
数量效益
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