Ms. Taeko Hashimura, Executive Officer, General Manager of Marketing Division , Fire Eye Co., Ltd.
Introduction of background and issues | Undeveloped marketing infrastructure and sales collaboration process Development of ABM method that matches the Japanese market Improving the efficiency of ADR operations |
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Implementation details |
ABM Report, ABM Alert |
Effect of use | Strengthening cooperation between marketing department and sales department Understanding optimal sales timing Achieved 66% conversion rate from appointments |
FireEye has an ADR (Account Development Representative) as a role between marketing and sales. However, as of 2018, it is hard to say that ADR was functioning in terms of creating new projects, and I had the impression that it was all about assisting sales activities. What we wanted to achieve was to establish a system that would enable ADR to reach out to potential customers to some extent and efficiently create high-quality projects while synchronizing with various marketing measures.
I asked ITmedia Inc.'s ABM report in the hope that it could also be a tool for running these ADRs efficiently.
――After consideration, we have introduced the ABM report from FY2019. What was your impression at the beginning of the introduction?
Ms. Nakamura: It was my first time to use the ABM report through my experience in calling work, and I was confused at first. However, as I looked at the list, I began to feel the priority and the ease of contact, and I immediately got the impression that it was an easy-to-use tool.
Ms. Hashimura says that ADR activities will not work until the Reedgen measures and ABM reports are linked.
Initially, the ABM report was carried out by limiting the format and number of companies.
From July 2019, we raised the priority of "approaching companies with increasing interest at the right time" and targeted all business categories.
--The "alert notification email function" requested at the end of 2019 was released in April 2020 as one of the functions of the ABM report. This function is to alert the person in charge as a company to be noted if the target company suddenly actively collects information. Please tell me the background of the request.
Ms. Hashimura: It's not something that you just need to be provided with a mechanism like the ABM report, but you can't make use of it without an organization or system that can make use of the mechanism. Nakamura made efforts for the organization and system, but the issue of "how to prevent the burden of sales from increasing" remained.
Fire Eye Co., Ltd.
Ms. Hiroko Nakamura , Senior Account Development, Marketing Headquarters
Ms. Nakamura: Until then, I shared a list of companies that should approach the sales department, but there were people who saw it and people who didn't. Therefore, by sending alerts using the "alert notification email function", awareness reforms have progressed, and a culture has been cultivated in which marketing and sales work in tandem.
It's a nice reaction to hear from the sales department that "Marketing is running the company", starting from the marketing restructuring in 2018 and the second and third years of that activity. So far, there have been no negative reactions such as annoying alert emails.
――Do you call everything when you tell the attention company in the alert? Also, what is the status of appointments / deals from calls?
Ms. Nakamura: With the recent system in place, we basically call for newly emerging “notable companies”. The project conversion rate has also improved, and the project conversion from appointments has improved from 53% to 66%.
Ms. Nakamura says that he selects a light person to call after identifying all the information inside the company, the ABM report, and the external information published on the Web.
In addition to browsing the intent data of ABM reports online and sending Excel files,
It is shared among sales, ADR, and marketing departments through multiple channels such as alert notification emails and Sales Cloud to improve operational efficiency.
――From the standpoint of the two of you, please tell us about the good things about introducing the ABM report and the information on the ABM report that was useful.
Ms. Hashimura: It was good that we were able to obtain intents and improve efficiency not only by attributes but also by ABM reports in order to determine the state of the other company. We were able to realize two things: "when the potential rises, grasp it in a timely manner and make contact", and at the same time, by preparing the internal system and environment, "smooth cooperation between sales, ADR, and marketing". I think that is a big introduction merit.
* The information provided is as of June 2021.
ITmedia's ABM Report is an information service that supports sales and marketing activities that "visualize" the purchasing intentions of each company based on the behavior history of readers at TechTarget Japan / Keyman's Net / @ IT / ITmedia Inc..
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