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SECOND TO NONE
ABM Readiness Audit
SECOND TO NONE NEEDED A ROADMAP TO ABM SUCCESS
About the Brand
Second to None partnered with Mojo Media Labs to prepare for the launch of their account-based marketing program. Through the partnership, Second to None was given a clear roadmap that equipped them to find internal alignment around ABM, develop a target account list, improve their website for ABM capabilities, develop the right content, improve their marketing and sales process, and implement the right tech to scale their business.
Getting Ready for ABM
Second to None engaged Mojo Media Labs because they saw the value that an account-based marketing program could have with their business but weren't sure how to get started.
They needed a partner to assess their current available human and technical resources, determine gaps, and develop a roadmap to prepare the company for a full Account-Based Marketing program.
Identifying the Gaps
Mojo Media Labs conducted a thorough ABM Readiness audit of the Second to None's internal staff and technology.
This audit included:
- Identifying Upsell/Cross-selling opportunities
- Setting long-term revenue targets
- Understanding previous efforts to increase revenue
- Identifying Average Deal Size and Sales Cycle
- Creating an Ideal Client Profile and Buyer Personas
- Mapping the Buyer's Journey
- Developing a technology implementation roadmap
- Fostering sales & marketing alignment
Roadmap to Success
Throughout the audit process, Mojo was able to develop a clear roadmap to ABM success based on 6 key points. The audit presented to Second to None identified their strengths and weaknesses for launching an ABM program in the following areas:
- ABM Mindset & Alignment
- Target Audience
- Website Readiness
- Content & Mapping
- Sales & Marketing Process
- Tech Stack
Each area was given an in-depth explanation of why each area is critical for success, what was found during the audit, and a list of recommendations to move forward.
As a direct result of Mojo’s partnership, Second to None was able to start implementing ABM tactics to start growing today. Additionally, they had a clear path and benchmarks for the next few years to come. These benchmarks helped them to know when they were ready to onboard a new piece of technology to continue their ability to scale.
After running an inbound strategy for the past few months and continuing down the path toward a full-scale ABM program, they launched their first ABM campaign in July of 2021 and were already seeing measurable results within their first month.