A workflow management software company that specializes in CPA and Accounting productivity systems wanted to expand into accounting, tax and finance departments within larger companies. Our objective was to increase brand recognition and build reputability in the enterprise market.
Using buyer insights to build Ideal Buyer Personas within the target segment was the foundation of our campaign process. Before developing the campaign messaging, we had to understand how potential decision makers receive information and make purchasing decisions. We also wanted to understand the decision-making hierarchy within the corporate accounting, tax and finance department structures.
We developed several messages that targeted different decision makers and influencers within a target company and tested them in the market. The most successful approaches were then utilized to create multi-touch marketing campaigns using several different tactics. Our strategy included communication, content and creative strategies, list research and procurement and a LinkedIn content release schedule.
Armed with buyer insights and personas, we created core messaging across different outreach methods. Impactful and efficient communication was our in goal ensuring we left the individuals with a lasting, positive impression of the brand. Creative development included progressive email streams, micro-sites with data collection and content creation.
We implemented a demand generation and brand awareness campaign over 12 months. We managed the process, schedules, and vendors to ensure a seamless, successful campaign.
We increased awareness within our targeted groups with direct exposure to over 25,000 contacts within 12 months.
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