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Omni-Channel Account Based Marketing

IBM case study

SmartAcre helped the IBM Watson team accelerate account based marketing programs by providing lead and demand generation strategy and execution.



Delivery time

For an omni-platform, account based marketing campaign strategy



Generated in 1 month

1 Meeting


Within the first month

IBM Watson is the AI platform for business. It helps enterprises like Staples and H&R Block uncover insights, engage in new ways, make decisions with more confidence, and do their best work. With expertise in IBM tools like Unica and Silverpop marketing automation, MRS forms, and NorthStar design and development standards, SmartAcre offered an insightful perspective and the ability to get work done faster.

The Challenge

IBM Watson worked with SmartAcre to develop an account based marketing strategy. They needed a partner that could work across many vendors, teams, and technology to not only create, but also successfully deliver and execute a strategic, highly targeted plan.

To make this happen, SmartAcre provided a framework for IBM’s marketing and sales teams to determine  target accounts across industries, job titles, and potential opportunity value. SmartAcre then used this information to develop campaign goals, narrow down the targets, and establish personalized marketing tactics and messages designed to engage the audience.

How we did it

After three years of working side-by-side with the IBM Watson team, SmartAcre’s in-house experts understand the IBM Watson marketing tech stack and can set up a campaign to follow strict branding guidelines and internal standards. We even go as far as building our team and resources to mirror the IBM Watson structure to ensure we provide a constant line of support for quick responses and turnaround times.

When building a campaign framework, SmartAcre seeks to:

  1. Develop an omni-channel campaign to maximize the impact of the marketing efforts.
  2. Align the proposed marketing tactics to the buyer’s journey for IBM Watson’s target audience and meeting them “where they are.”
  3. Ensure we plan ahead for proper analysis of each campaign so that we can leverage that data to influence the future campaigns.

In order to reach the goals collectively established during IBM Watson’s quarterly campaign planning session, SmartAcre proposed running an account based marketing campaign, a new approach for the IBM Watson marketing team. Following the criteria established above, SmartAcre proposed the following components of an omni-channel ABM campaign in five days:

  • LinkedIn InMail strategy and content
  • LinkedIn promoted posts and text ads
  • Organic social strategy and content
  • Playbook tailored to digital development reps’ sales enablement
  • Designs for social and AdWords ads, aligned to NorthStar standards

SmartAcre now provides daily campaign management, lead and demand generation strategy, and ongoing campaign acceleration to support IBM Watson’s marketing from lead-to-revenue. After a successful initial ABM campaign, we received approval to move forward in similar campaigns across IBM Watson’s product lines. SmartAcre’s partnership with IBM Watson provides a seamless coordination of various partners and channels to keep marketers across both teams focused on true strategy and growth goals.

Ready to partner with SmartAcre? Connect with us today.

About IBM Watson

Watson represents a new era in computing called cognitive computing, where systems understand the world the way humans do: through senses, learning, and experience. Watson continuously learns from previous interactions, gaining in value and knowledge over time. With the help of Watson, organizations are harnessing the power of cognitive computing to transform industries, help professionals do their jobs better, and solve important challenges.

To advance Watson, IBM has three dedicated business units: Watson, established for the development of cloud-delivered cognitive computing technologies that represent the commercialization of “artificial intelligence” or “AI” across a variety of industries; Watson Health, dedicated to improving the ability of doctors, researchers and insurers and other related health organizations to surface new insights from data to deliver personalized healthcare; and Watson IoT, focused on making sense of data embedded in more than 9 billion connected devices operating in the world today, which generate 2.5 quintillion bytes of new data daily.

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