Lifecycle Management Campaign (ABM)
GenerateD new sales from existing customer base for our hardware upgrade program
LeverageD campaign targeting to get more out of our investment
increased revenue with minimal effort
Improved customer satisfaction and loyalty
The Problem
A legacy product was approaching end-of-life due to technology advancements in the last 30 years, and we needed customers to upgrade to the latest version to ensure they had the latest and greatest in security and performance.
An upgrade program was in place, but there was no traction.
The Solution
We created an account-based marketing (ABM) campaign to encourage existing customers to upgrade and to improve customer intimacy.
- We identified a list of existing customers that would benefit from an upgrade. Our criteria were any customers who purchased our legacy product over three years ago because we knew that upgrade projects take years to approve and implement.
- We understood our customers wanted to stay ahead of the curve with robust systems that could always be relied upon, so we crafted our message accordingly – showing them a path towards progress without sacrificing reliability.
- We armed the sales team with talking points, promotional products, and marketing/sales collateral and encouraged them to set up meetings and educational seminars at their customers’ locations.
The Results
- In Q3 2022, we signed on customers to upgrade their legacy hardware products, generating high six-figure revenue. This marked a significant improvement compared to the previous quarter, where no upgrades were achieved.
- Customers recognized the dependability and reliability of the products (through our messaging and product development).
- We gave our sales team the right tools and messaging to improve customer intimacy and relationships.