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4 min read

Marketing &              Sales              Automation

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Helping Industrials through Digital Transformation and Automation with the Account-based Growth Framework. 





In harsh economic conditions, each sector must brace themselves and prepare for inevitable impacts caused by factors such as the inflation, the pandemic or energy shortages due to armed conflicts between Ukraine and Russia. While economic problems are waiting for world leaders to be solved, corporate leaders have the duty to strengthen their organizations and their employees to ensure their future.

To remain strong amongst competitors on the market, companies should assess their own performance and practices, and compare those to their peers in order to identify their advantages and disadvantages, such as finding a pain point. Once a pain point or deprived area surfaces, it is significantly easier to stabilize strategies and generate business growth.

Where sectors like Finance & Insurance and IT excel, others appear to experience major lags – such is the industrial sector’s instance with digitalization and automation. Let’s review how the latter two could change and enhance these practices of industrial companies, and what it takes to boost the integration of automated processes even further.


Why Invest in Digitization and Automation?


Similarly to those in the Marine and Energy sector, ‘industrial companies have long trailed behind retailers and other B2C players when it comes to digitalizing their marketing and sales operations’ (McKinsey), meaning that the opportunity for survival through innovation is right at their hands, with benefits that can be true gamechangers:

  • Sales professionals are able to focus more on areas where the human interaction mostly needed, especially in critical processes, such as data gathering, entry and analysis; are completely automated
  • Automated processes allow more time for Sales and Marketing initiatives, giving space and time for more communication and therefore a great opportunity for better alignment.
  • The usage of cutting-edge platforms could help the Marketing team in creating highly personalized and targeted campaigns and contents, capturing the attention of the right target audience

These above are the more pronounced perks of integrating automation and digitalization into sales and marketing processes, but there is way more to it. First of all, owing to automation, employees are experiencing less pressure because their schedule is less about administration and data management and more about outreach and interaction with clients. Additionally, more and more B2B customers prefer delicate customer experience (CX) similar to B2C customers. Personalization through digital platforms is an excellent way of satisfying future clients and therefore enhancing both CX and customer loyalty. Apart from being time- and cost-efficient as well, these benefits above are bound to result in eventual revenue growth since they create opportunities and help generate demand in the market.

We may find ourselves wonder, if automation is so great, why is the industrial sector so slow and hesitant to embrace it?


Overcome challenges of digital transformation


Unfortunately, the integration of digitalization and automation proves to be quite difficult and challenging for those who are unfamiliar with these practices. According to McKinsey’s article on tech-enabled go-to-market innovations, companies starting a pilot ‘are often unsure of how to proceed or are focused on the wrong initiatives, resulting in halting action and a failure to build significant value’. What is more, integrating all these new methods can be extremely time-consuming, often taking way longer to achieve ROI than expected and required.

We at Infinityn know the value of automation and our mission is to help our clients skyrocket through the digitization pilot and beyond.

The Agile-Account Based Growth (AABG) framework was customized and developed to be highly unique and versatile, using the combination of cutting-edge technology and the human element for the sake of authenticity. Taking an account-based approach, the framework contains the following five components, each having its own function while being deeply interconnected:


Empowered by top-notch technology platforms, such as Salesforce, Folloze, Demandbase, etc., Infinityn offers help with its ABI, ABM and ABSD function based on the AABG framework. With the combination of the right tech-stack, the right resource and the right skillset allows for immediate impact on pipeline and opportunity generation.


Creating Pipeline and Smoothing Transition


From the integration pilot, account-based services focus on demand generation through different aspects tailored to the needs of the client. We believe that generating opportunities is of great importance for revenue growth, and it must not lose its high priority, no matter how difficult the automation pilot may prove to be. This is why our experienced professionals are ready to help those who need assistance to make the transition as smooth as possible, while building a strong pipeline as well.

Agile ABG is the fastest way of pipeline generation!

Download Our Guidebook and check out the account-based services and how they may help you innovate your Sales and Marketing practices.




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