The ANZ marketing team has responsibility for a large portfolio of solutions with complex sales process’ that requires reaching and influencing multiple stakeholders across customer organisations. A key component of their marketing tactics involve building sales pipeline and improving this year on year.
The client approached Rombii to help with this challenge as the 2018 media review had showed a 4.8x higher ROI from marketing investment with Rombii over any other vendor used throughout the year. The client wanted to uncover how to capture this on an ongoing basis and optimise investment performance.
The client had an extensive installation of networks into buildings across Australia which allowed them to provide telecommunications services to the businesses residing in the buildings. While they may have had one or more customers in the building, the client wanted to target other businesses in those locations which weren’t already customers with competitive solution messaging.
Rombii first identified the specific set of customers - businesses in the locations with network installations which weren’t already customers - by harnessing Rombii’s intelligent ABM tools. With the specific set of target customers defined, the hyper-targeted activity was prioritised to achieve three key clear goals
With the long-awaiting launch of the latest version of their flagship product, the client was looking to build robust digital messaging plan to reach multiple personas across APAC region.
Specific messaging for target personas, organisational segments, account status groups and languages across 14 countries were developed to effectively cover the audience groups, totalling over 1100 targeting variables.
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