Our customer, leader in many IT segments and with long history of successfully selling to end-users in the B2C marketplace, approached Celsius with a new challenge. It was about to make a major shift with its strategy to enter the B2B market with a set of solutions aimed at increasing efficiencies in one of the most competitive industries in the world.
By the very nature of the solution, there are just a few dozen potential companies in the world that one can sell to. We knew that to be successful our customer had improve its brand awareness and position as a leader in front of many stakeholders in the target accounts. To reach this large and diverse audience, we used account based advertising.
Starting from a low level of brand recognition within the target audience, the first challenge for the Marketing teams was to position as top-in-mind and to open the way for the Key Account Managers. Account Based Marketing was not designed to replace KAM’s work but to augment and magnify the process by warming up the floor.
Celsius launched the campaign by targeting stakeholders at single accounts with Account Based Advertising. The audience was created by combining the identification of the relevant B2B marketplace via IP Targeting and our first party cookie pool/ audience data from Xaxis Turbine.
Within 4 months from start, we can already report very strong signals back to our customer.
As a result, our program has managed to position our customer as the partner of choice in the selected industry in their journey towards a fully digital-driven manufacturing operations.
Starting from a low level of engagement at the target accounts, we can report with confidence to our customer’s KAM’s that they will not face cold conversations anymore as we have managed to educate in record time a very significant number of key stakeholders with laser precision targeting.