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    A new, blended ABM approach

    1 min
    A new, blended ABM approach

    Industry

    Design Agency

    Challenge

    Despite having a strong reputation and high-profile clients, Equilibrium Design (EQ) needed to elevate their strategic direction and client experience to build a more predictable revenue stream. The company required better insight into sales readiness and stronger alignment between their sales and marketing teams.

    Results

    Through a blended ABM strategy implementation and HubSpot integration, EQ achieved improved business enablement, increased brand engagement, and better sales-marketing alignment. The guided execution approach empowered their team to implement the strategy independently while receiving ongoing mentoring support.

    KEY Services

    ABM strategy
    HubSpot setup
    Content planning
    Team training
    Sales alignment
    Performance mentoring
    https://equilibrium.design/
    $5.4M+
    Manage Spend
    100+
    Deals Completed
    7.6x
    ROI
    $2M
    Cost Savings

    About Equilibrium Design

    • Equilibrium Design (EQ) is a full-service design studio, dedicated to producing memorable outcomes for their clients.

    The challenge

    With a stellar reputation, exceptional market experience and a number of high-profile clients in a niche sector, EQ was already well on their way to establishing themselves as market leaders in their field.

    But they saw a need to take their strategic direction to the next level, to reimagine the client experience and to nurture their customer relationships more effectively. Their hope was that this would also enable them to forecast revenue.

    Working with the goal of helping EQ gain clearer insight into their prospects’ levels of sales readiness, Bc saw an opportunity to help EQ build a predictable sales pipeline with an account-based marketing strategy - one that would also strongly align their sales and marketing teams.

    Three business goals

    • Increase revenue
    • Improve brand engagement
    • Aligned sales and marketing teams

    The strategy

    To close the revenue gap for EQ, Bc developed a substantial account-based marketing (ABM) strategy designed to:

    • Redefine who EQ are as a business
    • Introduce seamless cohesion and collaboration between EQ’s sales and marketing teams
    • Help EQ better understand their target audiences and nurture prospects more effectively
    • Cement EQ’s position as a thought leader  

    Bc recommended a blended approach to serve two important purposes concurrently: a robust marketing strategy to drive solid new business opportunities quickly; and an awareness-stage content plan to improve EQ’s awareness and reputation in the marketplace.

    Bc designed the initial ABM strategy and helped EQ to understand their key buyer personas, then mapped out the technology required to enable the business to accurately measure their success. Following that, detailed personas, SMART goals, sales process mapping and lead lifecycle stage definitions were developed, before content, activities and sequences were planned to help EQ effectively target identified key accounts.

    Bc then identified areas of upskilling needed to successfully execute the strategy and offered the appropriate training and support as needed.

    More robust marketing automation

    To implement the strategy, EQ needed a powerful marketing automation and CRM solution that would create visibility between their sales and marketing teams, yet is cost-effective and easy-to-use.

    Bc identified HubSpot Basic with its built-in CRM and add-on Sales Pro license as a good fit that would strongly align marketing and sales activities, without breaking the bank. Essential to the recommended platform was that it needed to enable EQ to:

    • Track and log when key account prospects  landed on their site
    • See the entire prospect-to-customer journey, including pages and topics each was most interested in
    • Review what content topics and case studies were resonating the most with their audience
    • Prioritise sales activity based on lead demographics and behaviour

    Guided execution

    With a limited budget, EQ chose to implement the strategy themselves. So Bc took on a mentoring role to guide EQ through the strategy execution.

    Once the ABM strategy and supporting content plan had been designed and put into place, Bc started to deliver monthly training, mentoring and support on:

    • ABM techniques
    • Platform management and optimisation
    • Creation and execution of the initial contact piece
    • QA and editing of content
    • Inbound marketing tools and techniques

    Equilibrium blended abm brand chemistry case study

    The results

    • Increased business enablement and revenue generation with a comprehensive account-based marketing strategy
    • Improved brand engagement and website traffic with a bespoke top-of-funnel content strategy and implementation plan
    • Empowered and aligned sales and marketing teams through facilitated technology set-up and training
    • Ongoing mentoring for continuous optimisation and improvement

    “Brand chemistry’s technical HubSpot expertise is unquestionable, but their true value comes from the deliberate care they took to gain a deep understanding of our business drivers and their skill to translate that understanding into strategic solutions, which resulted in new opportunities.”

    Katrina Youdale
    Head of Marketing, RobobAI

    “I’m really happy with the work. It was a consultative process throughout which delivered useful insights along the way. Bc were a good fit in terms of values and their approach was very aligned to our business.

    The result is exactly what we wanted: we are executing our own strategy, have upskilled in the necessary areas and now have a system to identify and nurture sales opportunities that everyone is a part of."

    Bec Paton
    Founder, Equilibrium design
    Brittany Pannett, Head of Marketing, Nomos One

    Working with Bc is like having another team member in the room - a colleague brings fresh ideas and perspectives to the table. They aren't a transactional agency, they're invested in our success. 

    Brittany Pannett
    Head of Marketing at Nomos One
    Read case study
    Laura Malseed

    BC was instrumental in helping us surpass our lead generation goals. They understood our business objectives at every stage of the campaign journey, helped make our online presence more cohesive, and showed their commitment to excellent strategy delivery.

    Laura Malseed
    Digital Strategy Manager B2B & D2C at Lavazza
    Read case study
    Mike Stuart
    Working with Bc on this campaign has allowed us to dive much deeper into course-specific audience research than we normally can. The purpose-driven and differentiated approach is something we will continue to include in our marketing. 
    Mike Stuart
    Senior Manager - Strategic Services at Victoria University
    Read case study
    Brittany Pannett, Head of Marketing, Nomos One

    Working with Bc is like having another team member in the room - a colleague brings fresh ideas and perspectives to the table. They aren't a transactional agency, they're invested in our success. 

    Brittany Pannett
    Head of Marketing at Nomos One
    Read case study
    Laura Malseed

    BC was instrumental in helping us surpass our lead generation goals. They understood our business objectives at every stage of the campaign journey, helped make our online presence more cohesive, and showed their commitment to excellent strategy delivery.

    Laura Malseed
    Digital Strategy Manager B2B & D2C at Lavazza
    Read case study
    Mike Stuart
    Working with Bc on this campaign has allowed us to dive much deeper into course-specific audience research than we normally can. The purpose-driven and differentiated approach is something we will continue to include in our marketing. 
    Mike Stuart
    Senior Manager - Strategic Services at Victoria University
    Read case study
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