Account-based marketing campaign targeting a specific audience cohort. Strategy, content, automation and more.
An outsourced, multi-channel marketing campaign which saved a busy marketing team reams of time and generated real results.
WITH ACCOUNT-BASED MARKETING
Elucidat are a global provider of a modern elearning authoring tool. Working with clients like Benefit, Tesco and the Open University, the organisation received investment in 2019.
Engaging with MAAS, the Elucidat marketing team were keen to execute a ‘one-to-many’ account-based marketing (ABM) campaign to help them target their ideal customer profile, making using of their expansive digital marketing channels.
After collaborating with the team to develop new, ABM-focused buyer personas and develop the campaign strategy, MAAS then created all the assets necessary to launch the campaign and start getting leads.
Charlotte Curl, Head of Marketing at Elucidat, shares her experiences working with MAAS Marketing and why our unique balance of marketing and learning led to us working together.
A TRUE, TARGETED CAMPAIGN
ACROSS MANY DIGITAL CHANNELS
The Elucidat marketing team is already a formidable lead generation engine which MAAS worked very closely with throughout the engagement. The team had an expansive back-catalogue of content, so to maximise on time and resources MAAS repurposed a variety of blogs, ebooks and more to create new content which was designed to generate leads and target Elucidat’s ideal customer profile.
We also created tonnes of new content to support the campaign including:
– Blog posts with a focus on SEO to increase Eludicat’s digital reach
– Email marketing (content and imagery)
– Automation using Elucidat’s in-house tool, Hubspot
– Lead magnets targeted at each stage in the buyer’s cycle
– Social media
– Affiliate marketing
– Landing pages and calls-to-action creation
Strategically interweaving a variety of digital marketing channels, MAAS developed an evergreen inbound ABM campaign plan which, using automation, would be sustainable and run indefinitely without the need for intervention from the marketing team. This approach maximised Elucidat’s investment by ensuring the campaign was active and capturing and converting leads way beyond our initial engagement.
Adding value and impact long after we’re gone.
ACTING AS AN EXTENSION
OF THE MARKETING TEAM
From the very beginning, MAAS became an extension of Elucidat’s marketing team. Focusing explicitly on the ABM campaign, we worked to cultivate relationships with internal stakeholders and manage 3rd party suppliers to ensure the team’s resources were protected to focus on their own goals and projects.
Our experience and expertise significantly reduced the need for onboarding MAAS, meaning we were able to jump in and quickly accelerate the development and implementation of the account-based marketing campaign and its content and resources.
It’s what we do: seamlessly supporting marketing teams from day one.