Helping Planet take to the skies with ABM.
The challenge.
Payment technology solutions provider Planet needed a way to raise brand awareness within the North American airport parking market and build its market share.
With a cutting-edge solution and extensive expertise in the unattended payments sector, Planet had a strong story to tell.
It was our task to engage priority accounts from a list of 30 airports, and nurture them from check-in to the departure lounge, getting Planet’s sales pipeline ready for take-off.
Our solution.
Using our proven ABM process, we validated the target account list, prioritising those actively seeking a payment solution for a three-month 1:1 engagement strategy. Having identified these accounts, we then crafted account-specific assets to be used across the entire campaign.
Once a target account had shown interest during the engagement phase, a dedicated email nurture strategy further educated key contacts, and was complemented by a custom DM for each individually engaged contact. Other in-flight refreshments included landing pages, case studies and eBooks as part of a smooth onward journey toward the final destination – the Planet sales pipeline.
As well as the 1:1 campaign, tailored assets were reworked to support a 1:many ABM approach aimed at those airports outside of the key account list, increasing general awareness of Planet and clearing the runway for future lead generation.
The results.
sales pipeline achieved
ROI
engagement rate
talk.