Duncan Guthrie cyclomedia account based marketing
“I like the SPOTONVISION approach, how you move your theory into practice. And we are beginning to see the first ABM results, I’m really excited about that.”
“I like the SPOTONVISION approach, how you move your theory into practice. And we are beginning to see the first ABM results, I’m really excited about that.”
Duncan Guthrie
VP Europe

Our Solution:

SPOTONVISION and Cyclomedia started working together over two years ago. The goal was to help the Cyclomedia team focus their marketing efforts on key regions and accounts. The first project involved setting up an overall strategic plan, followed by researching key buyer personas and understanding buying groups within Smart Mobility and Smart City target accounts. And from there we rolled out an ABM marketing approach alongside a wider brand awareness campaign within the four regions.

A key priority was to align Sales and Marketing to expand marketing intelligence and increase lead quality throughout the campaign. Duncan Guthrie:

“I know it’s not easy to keep salespeople engaged, but you have succeeded in keeping us engaged and all of the sessions have been highly interactive.”

The Result

Together we developed a library of thought leadership and buyer enablement content to engage the selected target accounts. All campaign assets were localised and translated to the local language and culture of each country. The content was based on insights from in-depth buyer persona interviews and was distributed across a range of channels to create brand awareness and generate account engagement.

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