Introduction.
Maintaining momentum and gaining traction in a competitive market requires a strategic approach, consistent effort, and endless engagement. Loqate, a provider of global address capture and verification software that offers the only complete solution on the market, tasked the De Bono Marketing specialist team to create a campaign that put their products and services on the map, and we did this by targeting a key demographic across the UK and the US. The goal? A highly focused ABM marketing campaign that implemented creative excellence across a range of channels. The results? A bolder brand identity.
Challenge.
Loqate was trying to stand out in an already saturated market. They needed to hone in on their target demographic and gain visibility among potential customers.
Traditional marketing methods did not yield the desired results, so we implemented a holistic approach to engage target accounts effectively at every touchpoint.
Solution.
Our team crafted a content-focused approach to boost brand awareness:
1. Identifying Target Accounts:
First, we did a deep dive into Loqate’s product offering and value proposition, highlighting a dual business focus. We put the Loqate brand under a microscope and conducted extensive market research to grasp customer pain points and industry trends.
Our expert team worked seamlessly with Loqate’s San Francisco team to launch the ABM campaign. We liaised with the sales team and identified target accounts and the key personnel that align with Loqate’s ideal customer profile. This created a strong foundation from which to create Loqate’s bespoke content strategy.
2. Content Strategy:
A tailored content strategy was put in place to provide valuable and relevant content that would resonate with the needs of Loqate’s target audience. A range of creative assets were produced for the brand’s website and social media channels, including blog posts, vlogs and website copy.
3. Implementation and Management:
Our experts oversaw the seamless execution of the ABM campaign from ideation to creation of assets, ensuring consistency across all channels, including social media.
Gallery.
Results.
+89%
The site generated 89% of leads reached by month 6.
Closer
collaboration between sales and marketing improved the alignment between the two teams, resulting in improved communication and a more unified approach.
80
An average social selling index score of 80
Increased
momentum and traction
Industry
Loqate is newly positioned as an industry leader
Conclusion.
Using a content-focused strategy, the De Bono Marketing partner team differentiated Loqate from competitors, elevating the brand into a trusted source of industry insight via a suite of visual assets. The scale of our campaign garnered exceptional momentum and traction, and showcased the power of combining ABM and content strategy to achieve success in a competitive landscape.
What did our client say...
Working with the specialist team from De Bono Marketing has led to an increase in momentum and traction related to our work with them on ABM. They’re always accessible and available to discuss opportunities, ideas, or issues. I have really enjoyed working with their team, and I’m looking forward to our continued collaboration.
Yves Pahud
Head of Channel Marketing