Improving relationships with key clients through ABM

Overview

I spent just shy of one year at Paris-based Fintech company, Neosurf. Technically I was working for them through Amack Consulting, but Neosurf were our only client. Neosurf specialise in online currencies and payments in the gaming and gambling industries and have clients across the world in many different territories. I joined the UK team as the Senior Marketing Manager and was tasked with increasing the value from our key clients through account based marketing.

I coordinated with the core team in Paris, affiliate teams in Europe, Asia and Australasia and clients across online gaming, Esports and gambling. We delivered highly personalised campaigns to our key clients and brought on one or two new large clients in the gaming space. Our min channels were email marketing, events, partnerships and digital web marketing.

Key Results

• Increased ACV by 30%
• Launched with major eSports client in Australasia
• 65% engagement rate on ABM email marketing
• Generated hundreds of new leads at events across Europe

The opportunity

Neosurf was already a fairly large name in gambling when I joined but they needed someone to help them expand into the gaming world. There was also a need to strengthen the already strong relationships that Neosurf had with their clients. My main two tasks were to work with the team across Europe and Asia to define a gaming strategy and bring on new client sponsorships. We worked on getting new in-game features, benefits and discounts to encourage gamers to choose Neosurf as their primary in-game currency over our competitors.

Key Priorities

• Client Account Marketing (ABM): Enhancing the relationships of key accounts through giveaways, events and other ABM tactics
• CRM/Email Marketing: Overhauling their CRM and ensuring a solid communication strategy for nurturing new prospects and engaging existing clients
• New Opportunities: Nurturing and project managing the launch of new partnerships with various eSports brands and teams
• Website: Creating a new website experience (we sadly never got this over the line and the site remains the same as it has for 6 years or more)

By addressing these areas, I aimed to extend brand awareness and kick-start a learning and iteration process, which would ultimately lead to optimised growth tactics across the funnel.

Account based marketing (ABM)

I worked with the sales team to nurture the relationships of some of the key accounts. Their email marketing was pretty much non-existent, and the approach was very sales led. In order to get more out of these clients, we theorised that newsletter communications and other soft touches would help.

I put together some newletter campaigns and other brand marketing for our clients and, overall, it was a great success. Campaigns were highly engaged with and Sales noticed a shift in client attitudes. As a result, we were able to increase average Contract Value (ACV) by 30%.

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