Implementação da estratégia de account-based marketing em startup de tecnologia da informação

Abstract

This case study sought to analyze the impacts of implementing a strategic marketing and sales plan, known as Account-based Marketing, in a Brazilian startup in the Information Technology sector. The research was based on the analysis of interviews with company employees who implemented the special relationship strategy to a selection of customers. For the theoretical foundation of this study, the concepts of Account-based Marketing, Key Account Manager, Relationship Marketing and customer centric were reviewed. After conducting the survey and analyzing the data collected, it was possible to identify important impacts on the relationship with the customer from the strategic relationship management, such as new sales opportunities for current customers and richer and more productive conversations with them. In addition, it was possible to identify criteria used to define the client selection process, as well as errors that directly impact the plan. Criteria such as: account growth forecast; company size based on its market value and billed revenue volume were relevant in the survey, as well as lists without strategic differentiation or long lists of strategic customers were identified as errors in the process. Finally, the study identified that the best process is the one built with a vision centered on the customer's success and on solving their pain, and that the main resource needed is people. Consultative and flexible professionals are the key to applying the Account-based Marketing strategy in order to achieve the startup's main objective, revenue growth.