The challenge
Wishing to develop their marketing sophistication and leverage their key clients for 'referencability'.
Hoping to use their investment in intent data platform, Nexus by Cyance, Invenio engaged Sherpa to produce custom content targeting three clusters of audience in a one-to-few ABM approach.
They were hoping to run the ABM initiative with agency support in order to drive top of funnel engagement in the target audience and then provide full sales support during the engagement and movement of the audience through the sales cycle.
Key features
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Personalised & targeted to intent clusters
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Sales enablement and support content
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Sales ABM dashboard with account intelligence
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Multi-media campaign with video, downloads and webinars
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Consistent hybrid value proposition
Campaign
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We set out to understand the Invenio proposition around servicing excellence and tech expertise in order to fully articulate the Invenio proposition along with the SAP product benefits.
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The campaign focus was to drive contacts towards a live webinar and follow-up engagement with a combined and aligned sales and marketing effort.
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The sales team needed material and collateral to use in their nurture engagement that was consistent with the marketing messages delivered at top of funnel.
- Sherpa developed an end-to-end campaign sequence for each account cluster including sales touchpoints, remarketing, multiple content types and sales enablement content.
Through-funnel content
Top-of-funnel touchpoints included:
- LinkedIn advertising
- IP-based display advertising
- Geo-targeted advertising
- Email marketing
- Content syndication
Post-engagement sales content was designed to be consistent with campaign material, easy-to-access and easy-to-share.
Sherpa developed sales “snippets” and pre-written email content and held weekly sales meetings to discuss account engagement and progression.
Account dashboard
Our account dashboard for the sales teams showed live campaign performance in real-time, measuring and tracking the performance of the campaign and showing data changes in intent, keyword focus of accounts, account prioritisation, firmographic information, tech stack, IT-spendability, LinkedIn engagement with campaign content and key contacts and social handles.
Webinar content based around intent signals provided the highest source of engagement from the target accounts.
Personas targeted were all Director level and above in companies with 10,000+ employees.