Industrialising ABM with an agile, scalable process
Helping UiPath target 30+ accounts in just six months
Account-based marketing (ABM) can deliver incredible results. But 1:1 ABM, where every piece of content and every engagement needs to be meticulously tailored to a specific target, takes time. Insights need to be gathered, messages developed, and dedicated content created. While UiPath had already achieved success with a number of earlier ABM campaigns, the automation specialist brought HUT 3 in to help it standardise and streamline that 1:1 process.
Solution
To begin, we combined account intelligence from two different sources. Using the AI-powered Databook customer intelligence platform, we carried out in-depth analysis of each of the 30+ accounts, looking specifically for key issues and UiPath’s potential impact on those prospects. Then, in a series of HUT 3-led, two-hour workshops, we validated those findings, explored any existing relationships or engagements, and aligned the prospect’s perceived objectives with UiPath’s own capabilities.
This initial phase gave us the insights we needed to develop a comprehensive messaging playbook for each of the 30 accounts, including the topline creative strategy alongside specific messaging for various lines of business. These playbooks were complemented by “Automation Stations”, personalised online portals that served as hubs for all ongoing ABM activity. Those hubs were then launched to targeted contacts via email and relevant social channels.
“having UiPathers across marketing, sales and customer success come together with [HUT 3] to deliver our first set of 1:2:1 ABM launches is quite an accomplishment. All of this created in less than three months.”
Outcome
This ‘industrialised’ approach to ABM has revolutionised the way that UiPath engages with new accounts. As Nancy Harlan, the company’s VP for Account-Based Marketing, Customer Marketing says, “having UiPathers across marketing, sales and customer success come together with [HUT 3] to deliver our first set of 1:2:1 ABM launches is quite an accomplishment. All of this created in less than three months.”
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