Defining what’s next


Following the merger with Hitachi Consulting, Hitachi Vantara’s strategic business offering expanded considerably, adding deep analytics and insight-driven consulting to its suite of cloud infrastructure services and solutions.

In the same year, demand for guaranteed-reliable data availability, extraction and analysis surged, as organisations accelerated their cloud-powered digital transformation efforts in response to the pandemic. They needed to take advantage of this market opportunity.

Following the merger with Hitachi Consulting, Hitachi Vantara’s strategic business offering expanded considerably, adding deep analytics and insight-driven consulting to its suite of cloud infrastructure services and solutions.

In the same year, demand for guaranteed-reliable data availability, extraction and analysis surged, as organisations accelerated their cloud-powered digital transformation efforts in response to the pandemic. They needed to take advantage of this market opportunity.

Hitachi Vantara turned to twogether, with whom it had previously developed a successful ABM approach, to redefine their ABM strategy in a bid to win new business and generate marketing influenced revenue.

Our first step was to expand its platinum global account list from six to 14, based on an intensive targeting, identification, and selection process. With executive endorsement of the strategy in place, we developed a scaled ABM program using a compelling campaign proposition, and targeted solution offerings.

Each account had its own creative treatment and tailored messaging. A plentiful supply of resource-rich content was deployed across multiple channels to raise awareness, including content syndication, display ads, and paid social. Direct Mail was also used to further incentivize engagement. A unique nurture strategy was put in place to trigger empathy and drive engagement.

All elements of the multi-channel engine were measured and delivered through an on-demand, single-view of marketing. This included performance metrics, channel and content performance, and most engaged accounts.

1:130 ROI
400+ leads
250K+ impressions

I am proud, not only of the way we pivoted our thinking and activities to respond to changes in the market but of how, twogether, we have taken our ABM program to new and exciting heights, achieving a truly integrated, end-to-end approach. We see twogether as an extension of our global ABM team, in the way that they offer their deep insight and best practice in all areas of the partnership.

Global Account-Based Marketing Manager at Hitachi
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