Getting personal with ABM
The challenge
To position this leading digital marketing agency with a global client list as a thought leader, not only in the middle of a pandemic, but also in one of the hardest hit industries: travel and tourism.
What we did
The answer: get personal using ABM (account based marketing). We collaborated with our client to write a thought leadership article specifically focused on the challenges their ‘perfect’ client’s industry was facing. The article showed how, in the wider industry context, the agency could meet the prospect’s needs and overcome its challenges to achieve its goals.
We then used our broadcast channel expertise to distribute the article to the company’s leadership team.
The results
The highly focused article was read by 20 of the prospect’s most senior Executives.
The article was distributed in the middle of April. Six weeks later the agency was awarded business worth £50k – in line with the very specific challenges the article addressed.
Achieved an ROI of more than 33:1.
The relationship between agency and client continues to prosper with more one-off projects and retained work.
What our client said
“Couldn’t be more delighted! This is a direct result of the effort and detail you put in. Thanks so much!”