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.
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.
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