RES, an innovative, global desktop management software company had an established footprint in the U.S. However, they wanted to make a deeper impact and gain the attention of chief officers at 34 of the top teaching hospitals within the U.S.
To do this, 90octane created an account-based marketing campaign targeting those 34 sought-after prospects. This highly targeted campaign reinforced RES as a trusted, global thought leader. In creating this direct connection with our hand-selected prospects, we could speak directly to their pain points and enable sales to accelerate these leads through the sales process.
BMA Colorado Best of Show
BMA Colorado Best of Strategy
BMA Colorado Gold Key - Account Based Marketing Campaign
Research showed that one of our audience’s biggest concerns was cybersecurity. One hacking event could cost a hospital $27 million—and medical records are among the most sought after on the black market. To highlight the threat of cybersecurity, we created a concept around a highly-personalized, dark and foreboding hacker. To help these organizations overcome this threat, we offered a complementary one-on-one consultation with an ethical hacker to assess their cybersecurity vulnerabilities.
To break through the clutter and encourage registration, we sent our target CIO prospects a custom kit via Fed Ex. Inside the box, prospects were greeted with a brochure with their name, our offer to meet with an ethical hacker, and a personalized URL for registration. However, to verify their identity (and to heighten the mystery of the campaign), we required prospects to register with a 4-digit code they received from RES. To get the code, they were given a pre-programmed “burner phone” displaying only two icons—one to watch a video explaining the campaign and another to call a RES contact to get their code. Post-meeting, attendees received an email and retargeting that encouraged them to schedule a demo with RES.
In creating the account-based marketing strategy for this campaign, we used: