Developing a multi-tier ABM campaign to target key verticals.
Acquia wanted to demonstrate how it could help leading organisations across multiple sectors deliver better digital experiences. To do so, it needed to show that it was more than a CMS vendor and could add value to customers’ thinking at every level. The question was: how?
We created a multi-tier, sector-specific ABM 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. 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 campaign that had both depth and breadth in its targeting and relevance.