ABM Proves Franchise Business Strategy Through Rapid Adoption of Services
A funded financial technology & consulting startup needed to prove the viability of a new business strategy.
A funded financial technology & consulting startup needed to prove the viability of a new business strategy targeting franchise organizations by showing rapid adoption of their services by the independent franchise owners. While the franchise parent organization fully supported the payments solution, marketing to individual franchise owners was the sole responsibility of the client.
Through strategic analysis of the client’s business model and relationship with the franchise parent organization, we identified an opportunity for a targeted multichannel ABM campaign to individual franchise owners. The marketing mix included an automation process of a cold email series with coordinated voicemail placements, LinkedIn display advertising, conversion-optimized landing pages, and pre/post tradeshow support and promotion. We were able to leverage significant personalization throughout the campaign and incorporate video-based testimonials from the franchise parent organization.