brand
2 min read
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ABM: owning
the conversation
Hitachi has always placed enormous emphasis on meaningful, long-term customer relationships. And in today's rarefied post-pandemic climate – with C-Suite trust at a premium and risk aversion at an all-time high – that emphasis is greater than ever.
That’s why, with Twogether’s help, Hitachi doubled down with a dual ABM/DBM conversational approach – making big gains in the process.
1:127
ROI sales pipeline
1:68
ROI attributed deals
5.3 million
impressions
2,900
leads delivered
Scaling up the trust
Hitachi Vantara's challenge – scaling its business, entering new sectors, and winning new accounts while nurturing existing client relationships and taking them to a strategic new level – turned out to be simpler to quantify than overcome.
Firstly, given the uncertain, post-pandemic environment in which they found themselves operating, the C-Suite audience so crucial to this strategy had grown substantially more cautious and risk averse.
Convincing such executives merely to have a strategic, meaningful conversation would be tough. Getting them to entrust Hitachi with the storage, management, delivery, and analysis of their most precious asset – the data defining and driving their businesses – would be another thing entirely.
All the more as Hitachi wasn't then 'front of mind' for the C-Suite.
It would necessitate a compelling new, account-specific engagement narrative. One that would showcase Hitachi's evolution, its unique data capabilities, how it has added collaborative consultancy to its delivery offerings, and the major value-added outcomes this delivers.
Only then could Hitachi create the brand trust and equity it needed.
Awards
Gold
2022
Best use of account-based marketing
Gold
2022
Most commercially successful
Silver
2023
Account-based marketing
