Our specialist ABX team helped the client develop the right strategy and tactics to achieve these challenging objectives. In a series of workshops, we collaboratively planned and created the core messaging for ABX activities directed towards the desired accounts, and built the framework for continuous account-based marketing operations.
With the concept and core messages in place, we began executing our ABX campaigns with wide-ranging content designed specifically for the target accounts. These campaigns were deployed in multiple channels, including LinkedIn, hyper-targeted display ads, direct mail and highly personalized landing pages.
Complex, multi-faceted ABX campaigns
- Dedicated websites with regularly updated, highly tailored and personalized content designed for the needs and interests of the target account, such as reference cases, infographics, videos and downloadable e-books
- Personalized Emails promoting the latest content on the ABX site
- Social media content targeted at the account key personnel, linking to the website
- Direct mails with a personalized gift to key account decision-makers, linking to the website
- Highly personified physical things such as “loyalty cards” which emulated some accounts’ own hugely popular loyalty programs