ABM Heroes

The transforming power of ABM

Being responsible for starting ABM at an organization with no previous ABM experience can be daunting, especially if you’re a team of one.

But incredible things can happen when you’re supported by the right partner and treat each of your carefully selected target accounts as a market of one.

Find out how Bluebotics and strategicabm partnered to create something special from nothing…

At a glance:

Challenge: Establish BlueBotics brand as a major player in its field
Solution: Blended ABM strategy to build awareness and generate sales conversations
Results: $4.5m+ pipeline opportunities and $1m+ in closed-won revenue

Matt's journey with the company began in 2019 when he became the first Marketing hire.

With extensive experience in B2B tech marketing, he immediately recognized the transformative potential of marketing for BlueBotics, not only for the brand but also for its future growth.

Prior to Matt's arrival, BlueBotics had primarily relied on a sales-driven strategy for its growth. As a "Marketing department of one," Matt understood the importance of aligning with the already successful Sales team.

What better way to achieve this alignment than by adopting an Account-led strategy, focusing all commercial efforts on the most crucial target accounts?

For this journey, Matt chose strategicabm as the ABM agency to accompany BlueBotics.

BlueBotics, a leader in autonomous navigation solutions, pioneers cutting-edge technology that automates manual and robotic machinery.

Established in Switzerland in 2001, this ambitious tech firm has spent the last two decades evolving its natural feature navigation technology (ANT).

ANT has been a game-changer, simplifying the installation and operation of on-site robotics. BlueBotics has developed numerous ANT-driven mobile robots and automated guided vehicles (AGVs).

Described by Matt as "essentially a software business," BlueBotics provides manufacturers and plant operators with a platform to create customized robotics solutions.

BlueBotics had secured investment for business growth based on its innovation and expertise. The company was poised for expansion, necessitating a go-to-market strategy to meet this growth challenge.

Matt faced five primary commercial challenges:

The planning phase was pivotal. Strategicabm worked closely with Matt to review BlueBotics' tech stack, existing content, and go-to-market strategy.

Addressing messaging was a priority, with a new customer-centric value proposition developed for the ABM program.

With the buy-in from Sales, Matt launched an awareness-driven, One-to-many ABM campaign targeting a carefully selected group of 400 global accounts.

Building on this success, 12 accounts were promoted to a One-to-few program with deeper personalization and more targeted campaigns. Both programs employed a multi-channel approach to increase brand awareness and communicate the new value proposition. The One-to-few program focused on driving sales conversations and pipeline growth.

Both ABM programs exceeded expectations and worked in harmony to generate sales conversations and pipeline.

The ABM program successfully attracted major multinationals, including:

Jack Rawlings, strategicabm's Head of ABM, collaborated closely with Matt on the strategy and execution of the campaigns. Jack emphasized the importance of building connections, relationships, and conversations that lay the foundation for future work, highlighting that ABM is about long-term success, not isolated campaigns.

Most impressively, the ABM program contributed to and influenced pipeline opportunities worth more than £1m, with major rail and FM companies.

Matt views the present as the starting point for BlueBotics, especially within the context of the rapidly growing warehouse automation and robotics market.

The global pandemic has accelerated the need for automation in various industries, and BlueBotics is well-positioned to capitalize on this trend.

Long-term relationship building, enabled by an Account-based approach, is crucial. ABM aligns perfectly with BlueBotics' objectives and business model. As Matt aptly concludes, they've embarked on a journey of learning how to become even more well-placed for future opportunities and success.

Note: Data correct at the time of strategicabm and BlueBotics’ presentation at the 2022 Global ABM Conference.