Design and implementation of an account-based marketing program at Copenhagen Optimization

about Copenhagen optimization

Copenhagen Optimization offers consultancy and software solutions to Airports. Their software solutions and services help Airports forecast and manage traffic more efficiently, improving throughput, resource utilization, and customer experience.

Sector

Aviation

Website

The Challenge

To design and implement an Account Based Marketing (ABM) program for priority prospects and set up a digital lead generation process from website to Salesforce.

Phase I: ABM Program

Customer need

Develop and implement an Account Based Marketing program for priority prospects.

ARPEDIO support

Strategic guidance and design of strategy.
Support in mapping and identification of contacts and personas, and support in design of game plans for priority clients.

Results

Defined personas and activity plans for targeting accounts and defined KPIs as success measures.

Feedback

“Since implementing the ABM setup we have doubled the size of our new business pipeline. We see the digital lead generation as the foundation for sales success delivering a significant improvement in our ability to identify and mature leads in a structured way. The team at ARPEDIO did a tremendous job in identifying the right work path –quick wins and high ROI.”

Phase II: Marketing automation setup

Customer need

The vision was to create a light digital marketing and CRM setup to support lead generation.

ARPEDIO support

Setting up and educating on ActiveCampaign to facilitate targeted marketing campaigns and lead engagement.

Results

Set up of lead flow from website to ActiveCampaign to Salesforce. Supported creation of the COVID-19 campaigns to source leads.

Feedback

“COVID-19 turned our way of working upside down, and we had to act quickly. Without a digital channel and all events cancelled we had no ability to generate leads. Together with ARPEDIO we successfully turned the crises into an opportunity and effectively set up a light digital marketing setup matching our size and needs. Thanks to this project and despite the crises our pipeline has doubled.“

Phase III: Salesforce setup

Customer need

Utilize Salesforce to design and implement a lead opportunity process for an ABM program.

ARPEDIO support

Structuring data, automations, campaigns, and dashboard to target accounts.

Results

A defined lead process and campaign mapping to support the lead flow from creation to opportunity. Created reports and dashboards to follow KPIs.

Feedback

“It was important for us to ensure we had the right foundation to manage all new leads in a correct and efficient manner utilizing available salesforce applications in the best way possible. ARPEDIO with their high expertise ensured this. I only wish we had partnered up with ARPEDIO 2 years ago!”

The Solutions

An ActiveCampaign and Salesforce setup to facilitate a comprehensive lead flow and targeted campaigns to support the Account Based Marketing program for priority clients.

The solution included a lead and campaign process from ActiveCampaign to Salesforce as well as an operational setup for ActiveCampaign with the following features included: Landing pages, automations, forms, lead scoring and nurture emails.

The Results

ARPEDIO began by carrying out an initial assessment appraising current sales processes and digital readiness at Copenhagen Optimization. This was summarized with a clear recommendation on where we needed to invest and how we could move forward, so that we could grow our SaaS product sales pipeline despite the COVID-19 crisis. Their recommendations were tangible and provided a clear action plan which they led and managed. We are extremely satisfied with the results as well as the process. This was our first ever project with ARPEDIO, and we were very impressed with their skills and transparent, efficient and proactive way of working
Sarah Procter
Director Sales & Marketing, Copenhagen Optimization
Picture of Paul Hansen, Service Delivery Director

Paul Hansen, Service Delivery Director

+45 31 62 96 37
[email protected]
linkedin.com/in/pauljurshansen

Follow us on LinkedIn to get all the newest perspectives and insights around strategic relationship management and sales innovation.

Picture of Paul Hansen, Service Delivery Director

Paul Hansen, Service Delivery Director

+45 31 62 96 37
[email protected]
linkedin.com/in/pauljurshansen

Follow us on LinkedIn to get all the newest perspectives and insights around strategic relationship management and sales innovation.

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