A RED HOUSE CASE STUDY

USING DIGITAL INTELLIGENCE TO DRIVE MULTICHANNEL RESULTS

CLIENT

Our client is a global Fortune 250 that provides technology and consulting services to help organizations meet their ever-changing workforce needs. Following substantial, enterprise-wide marketing data and digital technology investments, they needed to quickly generate qualified leads across their core lines of business, and establish a turn-key, quick-turn environment to create and launch digital marketing programs in days/weeks—not months.

APPROACH

The foundation of our strategy was the development of “digital” profiles for key audiences across each LOB, followed by new positioning, messaging and creative. Using those profiles as a basis, we evaluated hundreds of campaign audiences and objectives, all-the-while identifying needs for new content.

Developing strategies and managing programs for rewards and health benefits, and retirement investment programs at large-scale companies is extremely complex. The groups managing these programs deal with a multitude of challenges and issues—both large and strategic, as well as day-to-day and operational. Choosing a consulting partner capable of helping navigate the complexity and leading to best-in-class results is a long process.

SOLUTION

Our strategy—Confidence. Build confidence among influencers and decision makers of our client’s deep experience, range of knowledge, and ability to “future-ready” their programs for anything (i.e. pandemic). Campaign messaging concentrated on the most relevant topics identified through customer and market studies, while content educated and compelled our audience to engage with our client’s consultants.

Campaign creative evolved through a company rebranding mid-stream, but maintained a simplistic, eye-catching, and teaser-based approach to drive awareness and engagement. Versioning of images and copy—for both inbound and outbound channels—was dynamically customized to the profile of each audience to maximize relevancy.

Our media strategy was a layered, synergistic approach that combined Programmatic, Paid Search, Paid Social, Native, and remarketing/retargeting—followed by an automated nurture program. We used dozens of dynamic landing page versions customized to industry, business size, profile, and offering the most relevant content asset/s, fueled by Demandbase ABM integration.

RESULTS

The overall result is a systematic approach in place for all digital marketing, and we’re able to launch and optimize programs in days and weeks. Likewise, tracking is in place for all channels, tactics and placements, and feeds into our dashboard for real-time reporting.

Prior to the pandemic, we had set up and optimized all relevant digital channels, so our client was ready to engage as those audiences moved 100% online for the remainder of 2020. Not only did we exceed our KPIs for each digital channel, there was substantial positive impact on the qualified opportunity pipeline.

All campaigns within this integrated program were developed from “scratch” and launched within 7 weeks, and the 4 campaigns generated 300+ leads within the first 5 months.

If you’d like to see how we can use digital intelligence to improve your results, email [email protected]

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