A new hybrid Account-Based Marketing/ Market-Focus program aimed at high-value accounts to drive 1:1 targeting and messaging.
For airlines, embracing new technology represents both a big opportunity and an enormous undertaking. One such technology is electronic flight bag (EFB) applications, which help flight crews manage information and perform flight management tasks more efficiently and with less paper. Upon release of the new version of its EFB solution—Aviator—Jeppesen, a Boeing company, sought to increase pipeline velocity and drive sales to existing customers in the commercial aviation (CA) market.
Given the potential value at stake, we recommended a hybrid Account-Based Marketing/ Market-Focus program. For high-value accounts, in-depth research would drive 1:1 targeting and messaging. For all others, we created a content framework intended to:
Grow awareness for Aviator amongst a broad account pool to identify interested prospects.
Nurture and Qualify Leads
Respond to the initial needs and questions of prospects to nurture relationships.
Provide experiences that keep Aviator top-of-mind and tools for sales to close deals.
Support a cycle of continued advocacy to turn customers into ambassadors.
This campaign was built upon a variety of custom assets designed to build trust with prospects throughout the buyer’s journey. And people decide who and what to trust on a few critical criteria – competence, reliability, integrity and empathy. We use these qualities to build our programs, and the Aviator program keyed on a few in particular.
We used responses from one of the assets, an efficiency assessment, to determine which communications were relevant for subsequent touches. Depending on the level of digital sophistication a prospect indicated, they were either moved toward the bottom of the funnel and received solution-specific assets or directed to more top-of-the-funnel, thought leadership-oriented assets.
To spread the word, we developed a complex media plan targeting EFB stakeholders. This included mapping out how to synchronize interactions and channel activity to best engage and nurture prospects before handing them off to sales as marketing-qualified leads (MQLs).
Unaddressed conditions lead to unneeded costs. Let’s address that, together.
A one-to-few Account Based Marketing campaign resulted in over 50% engagement with our targeted accounts.