How can you increase the return of your ABM programme without increasing budgets? This was the question driving Annelie Kniep when she decided to refresh the ABM program at Splunk.

She wanted to rediscover how ABM could make more of existing initiatives elsewhere in the organization, and explore what AI could achieve. Having learned from traditional strategies through their existing ABM, the company wanted to approach relationship-building differently. Annelie and the business decided on a cross-functional approach: In-account Services.
 

In-account Services focussed on short-term outcomes while being customer-centric and highly tailored. It combined a CXO toolkit with an award-winning Immersive Experience to help key accounts build strong C-suite relationships – along with AI tools to create a more efficient process. This marked a new phase in Splunk’s ABM journey, helping them to boost internal uptake, increase in-year revenue, and meet nearer-term targets.

Find out how Splunk and The Marketing Practice partnered to make this work, showing that different approaches to ABM can build relationships, grow revenue, and improve reputation.

This session will cover:

• How to join up your approach to ABM across functions
• Redefining nearer-term goals for ABM
• Crafting a template for accessing the CXO and other C-suite targets
• Creating a toolkit of In-account Services to use across accounts 
• How AI can accelerate your ABM efforts 

Discover a different approach to ABM by boosting account-team engagement and combining distinctive, immersive experiences for your customers with AI.