ABM Campaign Redefines Corporate Messaging and Grows Sales Pipeline

The Problem

A category-defining provider of inventory optimization services needed to redefine its marketing messaging and generate leads for the sales team. Historically leads were derived from tradeshow exhibitions.

The Solution

We conducted several messaging workshops and interviewed existing clients to create new unique selling points and marketing messaging. We developed an initial account-based marketing (ABM) campaign to serve as a messaging testbed evaluating the effectiveness of multiple tracks of subject lines, content, ad copy, and calls-to-action. After the initial test campaign, we implemented the most effective messaging in a broader ABM campaign utilizing cold email, voicemail, landing pages, video, and advertising.