A simple ABM model returns £millions in pipeline

Story

Sibelco’s team was confident that if it could get Olidense in front of key prospects and gather some sales intel, they could be converted.

Due to Sibelco’s impressive brand awareness in the market, the marketing team agreed to go straight to the bottom of the funnel.

Working closely with Sibelco, Contentology investigated each of the companies in turn; from any past engagements with the business, to their strategic initiatives, recent contract wins, operational specialisms and brand values.

An Olidense campaign was created comprising personalised landing pages, content assets – including a personalised sales calculator tool – and messaging tailored to each business and role. A complex paid social, search and remarketing strategy, including geo-fenced Google Display ads, delivered personalised ads to key decision makers, pivoting quickly based on behavioural insights.

Scorecards monitoring campaign engagement were created to support sales follow-up.

The result was a cost-efficient approach to ABM that delivered a common set of activities, with an impactful level of account-specific personalisation.

Due to the conversion rate of the lead generation ads, a CPM bidding model was tested which (by testing simultaneous bid strategies) led to a reduction of budget spend by 78%.