Designing full-cycle account strategies with Google Cloud

Google Cloud, Account-Based Marketing: Google Cloud wanted to expand its business and strengthen its position in a highly competitive cloud services market.

the client

Google Cloud provides organizations with leading AI-driven infrastructure, platform capabilities and industry solutions. The company delivers enterprise-grade cloud solutions that leverage Google’s cutting-edge technology to help companies operate more efficiently and adapt to changing needs, giving customers an intelligent foundation for the future. Customers in more than 150 countries turn to Google Cloud as their trusted partner to solve their most critical business problems.

key questions to ftrprf

How can we grow our business and break into new accounts? How can we strengthen our relationships with existing customers and unlock new revenue streams and opportunities?

the action

We created a well-defined and structured Account-Based Marketing strategy and process; identified business opportunities at prospect accounts through extensive research; and supported sales representatives on over 150 accounts throughout outreach stages and door-opening conversations.

the impact

As a result, we opened doors at greenfield accounts for Google Cloud; raised awareness of Google Cloud in the market; and challenged and inspired sales teams to think outside the box and identify new business opportunities at brownfield accounts.

collaboration

Since early 2019, Google Cloud and ftrprf have collaborated on several objective items: helping Google Cloud expand its business, increasing the awareness of the service and, eventually, opening up doors to new greenfield accounts or exploring opportunities with brownfield customers. The first step? To tackle Google Cloud’s ambitious goals, we set up a well-defined and structured Account-Based Marketing process. This involved developing a comprehensive account strategy, carrying out extensive research on business opportunities at prospective accounts, identifying key stakeholders across business accounts, creating exhaustive sets of marketing assets and, finally, supporting Google Cloud’s sales representatives in carrying out greenfield and brownfield conversations.

Account-Based Marketing Process

outcomes

Throughout the collaboration, we have supported Google Cloud in approaching over 150 accounts and creating awareness of its services in a fiercely competitive market. To ensure the achievement of Google Cloud’s ambitious goals, we challenged sales teams to think outside the box and explore new ways of creating relationships with customers. Consequently, our structured and adaptable Account-Based Marketing process has repeatedly turned Google Cloud’s leads into door-opening conversations and identified new business opportunities both within greenfield and brownfield accounts.

By now, we have supported Google Cloud across multiple projects and regions, generating valuable synergies between sales teams and marketing stakeholders. Over the years, the partnership has expanded across other areas, such as strategic planning and events.

Total ABM campaigns by region

“Through close collaboration, we’ve been able to turn our Account-Based Marketing approach into tangible results for Google Cloud. This could not have been possible without Google's trust. We’re excited about how our partnership has flourished over the years and look forward to creating many more new business opportunities together.”

− Line Gammelgaard, Project Manager

proprietary ABM process

We cover the full Account-Based Marketing process - from initial research to final deliverables, including guiding sales teams on their next steps.

strategy

We deliver marketing outputs and technology that are consistent with Google Cloud’s brand and strategy.

creativity

We bring an external point of view that inspires and challenges teams to think outside of the box.