Introducing a new customer journey-centric approach, we have created a marketing strategy to ensure both increased brand awareness and improved demand generation.
Atradius is the market leading credit insurer in Denmark, enabling companies to conduct international trade without having to worrying about losses in case of missing payments from customers. We were brought onboard to strengthen prospect marketing and improve online lead generation.
As many other B2B companies have experienced in recent years, the old ways of generating B2B leads are becoming less and less efficient. In short: Telemarketing and event participation no longer does the trick. Atradius furthermore faced the challenge of historically not having focussed a lot on prospect communication, lead nurturing and educating the market about credit insurance. Thus, despite being market leaders, they found themselves in a situation, facing both low brand and product awareness as well as lacking a well-oiled digital, inbound demand generation and lead nurturing engine.
The greatest result achieved so far is an organizational change of perspective on prospect marketing. The 2020/21 prospect marketing strategy has become a top priority for both marketing, sales and management.
Some main headlines of the strategy include:
- Campaign and content plan for raising brand awareness and increasing top-funnel traffic
- The implementation of an Editorial Board that focuses on content marketing, Social Media, Account Based Marketing and building thought leadership
- Implementation of expert advice-driven newsletter and lead nurturing programme with use of Marketing Automation
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