Thought leadership isn’t just what you know about your industry. Often, the most powerful thought leadership is what you know about your customers and their worlds. Acquia wanted to focus their attention on selected accounts in specific sectors. These were all highly targeted by their competition. The challenge was how to cut through.
We created a sector-specific ABM-based thought leadership campaign. In each sector, we analysed how leading businesses were performing across a range of digital engagement metrics. We then ranked them against their nearest competitors and created a series of highly personalised guides showing how they compared together with advice on areas to focus on. We then produced a set of tier-two content which allowed us to go beyond Acquia’s named target account list and broaden our reach even further. The result? A thought leadership campaign that had both depth and breadth in its targeting and relevance.
