Introduction.
Autino delivers a variety of innovative SaaS-based platforms that are digitally transforming the automotive market. These platforms are focused on consumer engagement and revenue generation for the automotive retail sector, enabling clients to deliver a better customer experience. The De Bono Marketing specialist team’s ability to deliver expert insights, positioned us perfectly to help Autino drive sales of its software through an account-based marketing (ABM) approach.
Challenge.
Autino wanted to drive software sales to the large UK automotive franchise dealer groups, so we recommended an ABM approach to cut through the noise of a competitive market and reach their targeted prospects with the right message in the right format.
ABM concentrates resources on a set of target accounts within a market and uses personalised campaigns to engage each of them, which made it ideal for this project.
Solution.
Our experienced team’s ABM approach for Autino included:
1. Research:
We set to work by conducting in-depth research into its target accounts. This included creating customer personas based on desk-based research, looking at potential pain points and how to guide each through the buyer journey.
2. Content Production:
Once the research was in place, our team of content producers were able to map out a suite of tools for the awareness, consideration, and decision-making stages of customer journeys.
This included blogs, social postcards, an infographic, display ads, a solution video, social media posts, leaflets, premium content booklets, a video brochure, product guides, and website landing pages.
3. Implementation and Engagement:
Our marketing specialists then used this quality content as touchpoints for prospects, pushing it through online and offline channels and enabling Autino to open up key dialogue with accounts that previously wouldn’t consider them a viable option.
Gallery.
Results.
+58%
A boost in website traffic of 58% within the first three months
+38
38 additional inbound leads within the first three months
+£1.4m
£1.4m value of sales in the pipeline at the end of the campaign
Conclusion.
This ABM approach enabled Autino to identify, create, and successfully deploy the most effective tools to target potential customers. De Bono Marketing’s flexible team of experienced, proven talent was able to collaborate with the Autino team and deliver effective insight and transparent measurement.
What did our client say...
I’ve worked with several agencies, none of whom have delivered similar results like this specialist team. From day one, their collaborative approach allowed us to create a focused and engaging ABM campaign based on our specific requirements. I was impressed with how hands-on and knowledgeable our partnered experts were and over the course of the campaign we built solid engagement with our targeted accounts which led to a healthy pipeline.
Nathan Elliott
Head of Sales