An integrated ABM campaign targeting freight and logistics

Background

Logistics businesses have faced mounting pressure over the last decade. The e-commerce boom in particular has been a key driver of change, with the increase in online sales rocketing even higher as a result of the global pandemic. For an industry that’s been around for hundreds of years, it’s meant having to find new ways of increasing operational efficiency – and fast.

Panasonic Business, Panasonic TOUGHBOOK and Zetes UK are three business units who can offer supply chain solutions to increase capacity, reduce training time and maximise operational efficiency.

Challenge

Our challenge was two-fold: to support a collaborative marketing approach for these three business units which would strengthen their offering, and to execute an ABM pilot campaign targeting key businesses within the UK logistics market. Our ultimate goal was to generate 5 million euros worth of pipeline from key target accounts over a period of 3 years.

We split our challenge into audience behaviours: what did we want to make them think, feel, know and, ultimately, do?

Solution

We executed a highly targeted ABM campaign for 24 UK-based logistics companies over a three-month period, to both generate new leads and reactivate lapsed ones.

Building a dedicated campaign landing page created a hub for us to promote relevant materials from TOUGHBOOK and Zetes, and form a base for collecting customer data. We complemented this with a digital hero piece on the most critical issue our target companies face: the time lost through manual sorting processes.

Using carefully crafted lead-gen copy, we generated new connections and leads via LinkedIn on behalf of Zetes and Panasonic Sales managers, directing them to the campaign landing page. Reinforced by LinkedIn sponsored ads targeted by job title and function, retargeted digital display advertising and pulse articles for internal Zetes and Panasonic staff to share, we could monitor our progress and adapt assets as new market opportunities arose.

If you’d like to explore whether your marketing is fit for purpose, contact us to arrange a no-obligation consultation with our Strategy Director.