Many businesses believe ABM requires complex technology systems and strategies, but the team at Southwest Airlines begs to differ. They kept it simple to get more business travelers flying by focusing on engagement and revenue, and achieved outstanding results in the process: The promotion led to an impressive 22% increase in incremental revenue from a single account!
In this episode of the B2BMX Podcast, we look back at one of the most popular sessions of #B2BMX, which featured Alexis Skipper and Mia Meade of Southwest Airlines and Neha Shah of Salesforce as they discussed their unique ABM case study. The trio also touched upon the top challenges and trends of 2022 and shared strategies to overcome them in 2023 and beyond. Tune in to learn:
- In-depth research from Salesforce’s “Global State of Marketing” report;
- The challenges marketers are facing with customer expectations and measuring marketing impact;
- How referral programs and other strategies are an effective tool to drive engagement with accounts and open new opportunities; and
- Tips and best practices from Southwest Airlines on leveraging marketing automation to implement these strategies.