The Brand

The client is a global technology services and consulting company focused on the implementation of digital technologies They have been focused on delivering design-led solutions for their customers exclusively.

The company was actively engaged in providing end-to-end technology solutions to large enterprise brands in North America. With a sharp focus on engineering-led innovation, the company was focused on building disruptive technologies in areas of customer experience and business transformation.

The company partnered with Zavops for a comprehensive inbound marketing strategy primarily leveraging content and search marketing capabilities.

The goal was to elevate the visibility of their thought leadership content among alliance partners, customers, and talent for favorable outcomes.

The Challenge

The primary charter for the marketing team was to turn itself into a revenue center from a cost center by pivoting the function to a demand generation role instead of field sales support. Essentially it meant, working beyond creating brand awareness and actively contributing to the opportunity pipeline through digital demand generation programs.

The goal was to build and deploy scalable marketing programs to support account-based marketing objectives of net new acquisitions, and land & expand. Additionally, the goal was also to elevate awareness within the media, analyst, and alliance partner ecosystems.

Solution

Our first step was to develop an onboarding workshop focused on understanding the client’s external market factors — including customers, brand, solutions, and competitors—as well as their internal structure, processes, technology, and content. Based on the input we created a multistep and a multichannel program leveraging content, personalized messaging, and digital advertising intertwined with account-based target capabilities.

The broad contours of our program were:

1 – Created organic and inorganic content distribution channels to engage personas within enterprise accounts, alliance partners, and analyst community

2 – Built an inbound lead generation model using organic and inorganic search marketing tactics

3 – Leverage inorganic channels to boost top of funnel acquisition campaigns which formed the foundation for all high touch account-based marketing tactics

4 – Analyze data from various digital channels to change messaging and improve outcomes to drive opportunity pipeline growth

5 – Increased engagement and coverage within existing accounts and key analyst connections leading to a sharp increase in RFP/RFI’s queries

Outcomes

Lead generation strategies along with creating organic and inorganic content distribution channels resulted in a dramatic increase in conversions. With our data-driven digital programs using Martech tools we delivered: