Trimble Engaging high-value accounts by conveying the value of ground breaking technology

Distributors, key to the program’s success, had to be educated on the ins and outs of Account-Based Marketing.

With a small number of agencies we were targeting, it was critical to:

Cut through the noise with deep content

We developed high-value offers for different audiences: case studies spotlighting other DOTs using the new product line; a 5-day product trial offered only to Tier A accounts (those already using other Trimble products); a webinar for Tier Bs (which garnered 317 registrants); and an Account-Based Marketing playbook for distributors. Targeted media placements with progressive messages were used to gain repeat views and encourage engagement.

Personalize

Using deep research on each of the accounts, a look-alike case study from existing DOTs was identified and used for each target account.

Differentiate

The SX10 is an innovation in a field of sameness. This had to be reflected in the Single Most Important Message (“Only the Trimble SX10 empowers you with the freedom and capabilities to make our world a safer place”) and creative (brilliant colors, words woven into imagery, and a strong product hero shot).

The campaign was a huge success, achieving over 50% engagement from targeted accounts. Out of the 30 targeted DOTs, 17 engaged and were referred to distributors.