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.