Cyclomedia wants to increase brand awareness, establish themselves as a thought leader and grow their customer base. In this ABM case study you will find out how Cyclomedia focuses activity on Smart Mobility and Smart City infrastructure stakeholders across Spain, France, Italy, and the UK.
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.”
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.