Envirosuite: Account Based Marketing (ABM)

Crafting a comprehensive ABM strategy

When Envirosuite enlisted The Lead Agency, their challenges had already been identified: their target audience wasn’t actively searching for their products or services and they needed a shift to a more proactive outbound marketing approach.

Our task was to build a comprehensive digital marketing strategy to solve these challenges. We decided on an Account-Based Marketing (ABM) campaign to reach and engage the target audience before the buyer journey even began.

Our goals were to turn “suspects” into prospects, identify addressable markets to build a multi-segmented sales/marketing funnel and implement Demand Generation to educate target audiences about solutions to their problems and generate interest in Envirosuite’s offerings.

Executing a targeted ABM campaign

To execute this project, we undertook several detailed actions:

• Demand Generation Approach: Created awareness by determining addressable markets by sector and region. We ranked audiences based on opportunities to identify priority targets.
• Content Matching: Identified issues, opportunities, topics, or challenges faced by each target audience and positioned existing content to highlight solutions.
• Content of Value: Provided engaging content that addressed audience needs rather than simply showcasing features/benefits.
• Digital Channels: Key digital channels were used for content distribution, ensuring cost-effective awareness and consideration.
• Evaluation and Metrics: Evaluated content and key metrics to maximise the audience entering the buyer journey.
• Engagement Tracking and Automation: Set up engagement tracking, supporting automations, and a lead scoring approach to convert Marketing Qualified Leads (MQL) to Sales Qualified Leads (SQL).
• SDR Integration: Incorporated Sales Development Representatives (SDRs) into the buyer journey process to enhance communication and attribution.
• Channel Optimisation: Identified and optimised distribution channels (social media, digital advertising, email) and maximised content engagement through appropriate repetition and measurement of effectiveness. Each channel was reviewed to optimise its effectiveness and cost of acquisition.

Securing high-quality leads

The campaign successfully delivered leads to sales teams globally, segmented by region. These warm leads, who had already interacted with Envirosuite’s content, were more likely to convert, providing sales teams with high-potential opportunities.

This proactive and targeted approach significantly enhanced Envirosuite’s lead generation and engagement within the mining and water segments.