B2B marketing

How Cyclomedia accelerated lead generation with account-based marketing

Cyclomedia is a technology company headquartered in the Netherlands that captures real-world data, transforming it into valuable insights for its clients. Using the world’s most accurate 360° street-level imagery - enhanced by AI-powered analytics, LiDAR and Point Clouds - Cyclomedia enables its clients to build better cities and overall infrastructure around the world.

The Challenge

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. 

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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