Agile pilot turned Award Winner

Сhoose

SEEBLUE

0203 855 5646 • hello@see-blue.co.uk

65:1

ROMI

$7.83M

Pipeline

58%

Increase in ADV

Client: Global Payroll Provider 1 to few ABM | Insight | Strategy | Campaign

Bringing the team with you

When our client sought to launch their global payroll solution, they wanted to leverage an ABM strategy to target their high-value accounts. But, as a sales-driven matrix organisation, they first had to tackle the internal business transformation required to support this new approach.

Multi-channel activation

Working closely with the ESI Marketing Director, Seeblue partnered with the sales, marketing, and executive teams to help drive organisational change. With hearts and minds won, we set our sights on defining the strategy to capture the attention of decision-making units in their target accounts. Our multi-channel activation plan – combining email, LinkedIn and paid media – led prospects to dynamically personalised landing pages with unique insight from sales, per account, that sparked interest. Closely aligned with the sales team around activation, they were ready to follow up, arranging meetings and unlocking new sales opportunities.

Unification, the creative driving force

The ‘As One’ concept blended insights and personalisation to craft ‘unified’ messages for each target. We combined tailored media for every persona and account. At the heart of the buyer experience was Folloze, a digital personalisation platform that demonstrated the true power of a multi-channel strategy across 15-18 touchpoints. As contacts began to engage across multiple marketing channels, accounts became primed for meetings and converted into opportunities. The result? A bold new visual identity for the brand and an agile, data-driven ABM approach that our client now leverages across multiple regions.

The ‘As One’ Campaign won ABM Campaign of the Year at the 2024 UK Agency Awards.

From little acorns, mighty oaks grow… Implementing change in such a large-scale sales led matrix organisation was a challenge but my small, agile pilot with Seeblue quickly expanded, as marketing leadership saw the results.

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