A highly targeted ABM engine at scale that used 80s sci-fi inspiration to not only end prospects’ retro database expectations but fuel Exasol’s pipeline for the future. This ABM programme has won 2 golds and a silver at the B2B Marketing Awards 2021.
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For many data professionals, slow database experiences had become the norm. As the industry’s fastest database, Exasol had an opportunity to change these legacy industry expectations.
We created a fully integrated 1-1, 1-few and 1-many ABM engine. Retro sci-fi creative used humour and personalisation to flex to sectors, regions, use cases and even individual accounts, to show that expectations are now as laughably outdated as the 80s.
With an ABM team of marketing, SDRs and sales behind it, this ABM engine not only shifted perceptions of what’s possible but smashed all targets, including engagement with 65% of target accounts across UK, Nordics, Benelux, Switzerland, Germany, Austria and France.
"The results of the creative approach and the C-Suite engagement has been excellent. We should look to blueprint this approach and use for all T1 accounts to get real enterprise-level penetration."
Narinder Patti, FSI Sales Director, Exasol