Dupliprint is using an Account Based Marketing strategy to meet ambitious revenue growth targets.
The Dupliprint Group is a leader in new information technologies for the digital printing industry. The company business centers around two complementary activities: the first, traditional printing services for professional publishers and the second, an innovative technology platform, SoFive, that gives customers the ability to manage all communication campaigns through a single platform.
In 20 years, the family business has reached a workforce of 100 employees. Today the company has revenue of over 17 million Euros. Having experienced several years of 10% annual growth, Dupliprint wants to go even further.
Growth objectives of the company Dupliprint being ambitious, it is essential that the company put in place an aggressive and effective business strategy. For this, the company wants to expand its business priority Platform SoFive and reduce sales cycles from their current 6-month average.
In order to grow revenues for the SoFive platform from 10% to over 30% of global revenues, Dupliprint decided to implement a strategy to focus on strategic accounts. To reduce sales cycles, the company looked for a technological solution that would aid the sales force be more reactive by providing timely, useful information about their target prospects’ interests and activities.
Using the golden rules of Account Based Marketing, Azalead helped Dupliprint identify the 20% of customers generating 80% of revenue, their most profitable customers. From this it was dertermined that there were three priority segments where Dupliprint had a strong expertise: automotive, banking & insurance and franchise networks. The next step was to compile a list of all of the companies working in these sectors. These three segments defined the Dupliprint “Sweetspot”. Each of the these strategic target accounts were allocated to a sales manager. Each of the target companies were added to the list of target accounts in Azalead. The marketing team devised marketing campaigns addressing the target accounts using existing content, webinars and interactive live demos. The corresponding member of the sales team receives an alert each time a target account visits the web site. This has allowed the Dupliprint sales team to focus their efforts on profitable accounts showing a recent interest in their products. « The real time alerts generated by Azalead have helped us be more reactive and helped us reduce the sales cycle. This has permitted us to exceed our growth objectives.” Frédéric Fabi, Founder, Dupliprint, Digital Printing Technologies