ABM & Omni-Channel Success

Avnet, a $20 billion global manufacturing technology organization, faced stagnant revenue growth despite investing over $250 million annually in marketing. They needed a transformative shift in their go-to-market strategy to better leverage their marketing spend and drive revenue. The core question was how to optimize campaign channels and account-based marketing (ABM) for a complex B2B model with diverse ideal customer profiles (ICPs).

The SH/FT team began with a detailed assessment of Avnet’s existing marketing ecosystem, encompassing their revenue technology (specifically Salesforce CRM and Marketo), content effectiveness, campaign performance, template utilization, audience segmentation, and current customer marketing strategies.

This analysis provided crucial insights into what was working and, more importantly, what wasn’t. Based on this assessment, a comprehensive overhaul of Avnet’s connected go-to-market activation strategy was implemented.

This included refining audience targeting, restructuring content for better resonance with engineers, and deploying an omnichannel personalization strategy with real-time campaign optimization.

Key deliverables encompassed an Account-Based Marketing (ABM) and Demand Generation playbook for targeting new and existing customers, a content audit and strategy resulting in a robust toolkit and five new case studies, a series of personalized data-driven campaigns across multiple channels, sales activation resources including playbooks and sales sequences, and real-time monitoring with ongoing optimization.

The results of this transformation were significant and rapid. Within the first 90 days, the program sourced over $500,000 in pipeline. Even more impressively, it generated over $15 million in revenue within the first 30 days of launch. Furthermore, the campaign speed-to-market saw a remarkable 75% increase.