T-Systems is one of the largest European IT services companies, serving customers such as Volkswagen, Royal Dutch Shell, Philips, Airbus, and of course...its better-known sister company T-Mobile.
Following the initial setup of their marketing automation system, T-Systems was finally able to properly track and promote online marketing campaign efforts. Additionally, for the first time, they could assign proper attribution to appropriate mediums, channels, and online publishers.
HubSpot, a robust marketing automation software, was installed and customized for T-Systems' enterprise-level needs. Automated nurturing workflows and emails were developed providing the sales team a way to keep leads engaged early in the buying cycle until they were mature.
CFOs at hospitals, insurance companies, and healthcare groups were identified as target buyers needing resources to help them articulate the need for a new massive, cost-saving software. Buyer and competitive research was performed in order to develop a robust buyer persona complete with a content journey map.
Cold and retargeting campaigns were developed on LinkedIn to present ads to targeted CFOs informing them of a marketplace shift that would impact their profits. The ads pointed to a landing page where they could download a pre-made presentation, complete with presenter notes, to help them articulate the urgency of making big moves ahead of the marketplace shift.
Variations of landing pages were created and regular A/B tests were run to increase conversion rates to a point that delivered positive return on ad spend (ROAS) within the first 6 weeks. SMART content was employed to customize the landing page messaging based on the demographics of the recognized visitor.
Once the campaign launched, daily analysis of form submission, open, click, and engagement rates guided the optimization efforts of this campaign. More importantly, it set a benchmark of success to measure against for future, similar campaigns.