FACILITIES SUPPLIER CASE STUDY
Converting competitive accounts and uncovering new leads for a major facilities supplier
MMC used Account-Based Marketing (ABM) to grow sales by 48%.
“MMC is an outstanding business partner. They know data and have been able to dissect the information into manageable marketing segments that have helped us grow our business and name recognition exponentially. Their team is extremely professional and efficient with their communication to my key stakeholders, which has allowed us to get content in front of our customers in days when it used to take us weeks. Thank you, MMC, for helping us grow!”
– CLIENT’S SALES DIRECTOR
At A Glance
Facilities managers in the multi-family, hospitality, education, and assisted living sectors
Our client, a major US supplier of facilities and maintenance supplies, wanted to grow its sales after making a major capital investment in a new distribution center. However, they were struggling to gain market share against larger competitors in the maintenance, repair, and operations (MRO) industry due to a lack of a prospect database and insufficient field sales resources. The client challenged MMC with adding new customers, reactivating dormant accounts, and growing lower performance locations. Their goal was to take market share and grow sales for the new distribution center.
MMC started by creating an actionable, marketable prospect database through web scraping, data appends, and other data hygiene best practices. We then used this contact-rich database to implement an Account-based Marketing (ABM) solution to target and convert new, dormant, and underperforming customers. As part of this strategy, MMC created and executed over 700,000 communications to the target audience via phone, email, web, and direct mail.
To create loyal customers, we focused on growing high-margin, low-cost consumable product sales to re-establish relationships with infrequent or dormant accounts.
During the course of the program, MMC’s analytics team discovered that the client was doing business with several multi-family properties in a single region. However, there were still several properties in that region not purchasing from the client. Working with the clients’ national accounts team, MMC identified and mapped these locations and created a campaign targeting these additional properties for activation. This exercise also helped the client’s sales team access several properties where they were having difficulty reaching the decision maker by establishing a route around the gatekeeper.
YOY sales growth
Do you need help converting
See what MMC can do for you by calling Stephanie Andacht at 800-345-4662 for a free consultation.