Sibelco’s new Olidense product is special. A highly dense heavy aggregate, it can increase concrete strength by 50% and reduce costs by €2.20 per tonne – a potentially massive saving for heavy infrastructure projects on and offshore.
Sibelco’s sales team needed an ‘in’ with procurement, engineering and operations contacts in 13 of the world’s leading construction companies.
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 with landing pages, content assets and messaging tailored to each business – and each 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.
