Sensient Technologies — Building an ABM-Ready Marketing Team Through Custom B2B Masterclass Training

Organization

Sensient Technologies Corporation — a global manufacturer and marketer of colors, flavors, and specialty ingredients serving the food, beverage, pharmaceutical, nutraceutical, cosmetic, and personal care industries. Founded in 1882 and headquartered in Milwaukee, Wisconsin, Sensient delivers customized solutions to some of the world's most recognizable consumer and industrial brands.

The Challenge

Sensient's marketing team was ready to level up — moving from broad-reach B2B marketing toward a more precise, account-focused approach that could drive stronger alignment with sales and more measurable revenue impact. The goal was not a generic training session, but a fully customized learning experience: one that would ground the team in ABM principles, connect those principles directly to Sensient's real markets and customers, and leave participants with practical tools they could apply immediately.

• Building a shared, clear understanding of modern B2B and Account-Based Marketing strategy across the marketing team
• Tailoring every concept to Sensient's specific markets, customer segments, and global ingredient portfolio — not off-the-shelf theory
• Shifting the team's mindset from volume-based lead generation toward precision account targeting and sales-marketing alignment
• Ensuring participants left with practical, ready-to-use tools — not just conceptual frameworks
• Creating a scalable, reusable onboarding asset so future team members could experience the same strategic foundation

The Results

The Sensient ABM Masterclass equipped the marketing team with a practical, immediately applicable ABM framework anchored to their real accounts, markets, and priorities. Participants left with a clear shared language for sales and marketing alignment, a structured account prioritization approach, and a full suite of ready-to-deploy tools — including an ICP worksheet, campaign template, and metrics dashboard. The recorded session, organized into chapters aligned with the Progression of Performance™, now serves as a living onboarding resource ensuring every future team member starts from the same strategic foundation. The engagement positioned Sensient's team to move from broad-reach marketing toward precision account-based execution — targeting high-value accounts with personalized, multi-channel campaigns built to drive measurable revenue growth.

The capabilities delivered through this engagement — custom B2B and ABM strategy, Progression of Performance™ facilitation, and tailored sales-marketing alignment training — are available to organizations ready to move from broad marketing to precision account-based execution. If your team is looking to build or accelerate an ABM practice, Brad Stave at Ascend Consulting would welcome a conversation about what a custom engagement could look like for your organization.