ENGAGE ABM

Altair Logo - Project36

‘Engage ABM’ for Altair Knowledge Works across EMEA.

Overview

With a hybrid blend of Inbound, Outbound and Account Based Marketing (ABM), across EMEA. Project36 have delivered a scalable, standardised marketing process of delivering net new business, globally, via the ‘Office of Finance’ campaign for Altair Knowledge Works.

At a base level, the campaign has utilised Inbound & Outbound Marketing to deliver an awareness campaign to over 10,000 potential users, in a completely new market for the Altair ‘Knowledge Works’ product.

At an enterprise level, the campaign has utilised Account Based Marketing to facilitate high value meetings from a Target Account list of 24 companies with a DMU (The ‘Decision Making Unit’ – DMU) of 73 key people from those 24 target Accounts.

Driven by Data

Project36 delivered all strategy, setup, program management, reporting and campaign adjustment. Original content and design templates were supplied by Altair, repurposing of content was managed by Project36 and the existing HubSpot Professional account was utilised. GDPR compliant Data was provided by Project36.

Altair now possesses a standardised marketing process – A playbook for the campaign model has been delivered and rollout in other territories/sectors/verticals can now commence.

Product:
Knowledge Works

Target Region: 
EMEA

Utilisation: 
Inbound, Outbound & Account-Based Marketing

Account Team:
Project Lead: Joe Birkedale, CEO, Project36
Account Director: Dan Woodington, Project36

Video

Video explaining the Engage ABM concept (previously called ‘Future Purpose’).

Overview

A selection of results, metrics and statistics as delivered by the campaign:

Target Accounts

24

The campaign targeted a total of 24 different companies (Accounts).

Accounts List

  • Aire

  • Amazon

  • Aviva PLC

  • AXA

  • Barclays PLC

  • BNP Paribas

  • Finnair

  • Goldman Sachs

  • HSBC

  • Lloyd’s Banking Group

  • RSA Insurance Group PLC

  • Thomson Reuters

  • Zurich

  • AON PLC

  • Bank of America

  • London Stock Exchange

  • Morgan Stanley

  • Credit Suisse

  • Credit Agricole

  • Swiss RE

  • SNCF

  • Inchcape Plc.

  • Project Imagine

  • Philip Morris International

Target DMU

73

73 individual prospects from the 24 Target Accounts were identified.

C-Suite Executives

  • Chief Revenue Officer (CRO)

  • Chief Financial Officer (CFO)

  • Chief Operating Officer (COO)

  • Chief Information Officer (CIO)

  • Chief Data Officer (CDO)

  • Chief Risk Officer (CRMO)

The individual Decision Makers within the Target Accounts, known as the ‘Decision Making Unit’ (DMU) was comprised entirely of C-Suite executives.

DMU Engagement

04:07:58

Across the webinar series, there has been 8 guest speakers (all DMUs from the Target Accounts). On average they have engaged as follows:

Activity Time Engaged
TOTAL TIME ENGAGED 04:07:58
Calls 01:23:45
Zoom Meetings 00:47:54
Pre-Webinar 01:05:00
Live-Webinar 01:01:19
Emails (@ 5mins per email) 00:35:00
Assumed Webinar Prep 00:45:00

Feedback from DMU

“A great deal of fun – and I think an informed discussion of key themes and trends, a rewarding experience.”

Frederic de Sibert, Goldman Sachs

“a good experience for me; all the steps were professional and smooth”

Kerem Talih, Doğuş Otomotiv

Promotion

A selection of results, metrics and statistics as delivered during the promotion of the campaign:

Database

10,414

Total database size for the campaigns promotion.

Open Rate

11.16%

The average email open rate was 11.16%

Click Rate

14.62%

The average CTR was 14.62%

Views

9,681

Total views of the Landing Pages

Conversion

615

View to Conversion rate of 6.35%

New Contacts

179

29.1% of total signups were new contacts

Webinar Series

A selection of results, metrics and statistics as delivered by the webinar series:

Conversion

615

A total of 615 leads registered to attend the live webinars (6.35% conversion).

Reach

24

The campaign secured leads from 24 different countries.

Attendance

69%

Total for all webinars attendance was 427 (69%). (Live + Recorded)

Engagement

53m

Average engagement was 53 minutes 40 Seconds (88%). The average webinar length was 1:01:19.

Account Leads

24

Prospects from all 24 target companies (Accounts) attended the live Webinars

Let’s Work Together

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