INDUSTRY: Telecommunications
CLIENT DESCRIPTION:
This clientis the world's leading international mobile top-up provider. It enables businesses to offer mobile airtime, data bundles, e-gift cards, and utility bill payments to customers worldwide through a robust API and online portal.
Challenge
- The client sought to drive revenue growth through a more targeted, measurable marketing approach. With a specialized B2B offering, their challenge was attracting and converting high-value accounts while ensuring marketing spend was efficiently allocated and ROI clearly tracked.
- Traditional broad-based tactics weren't delivering the precision or visibility needed, prompting the need for a focused Account-Based Marketing strategy, content-driven lead generation assets like webinars and e-guides, and an automated email nurturing journey to streamline sales follow-up and maximize conversion opportunities.
Strategy
1. Account based marketing
We executed a LinkedIn-based ABM campaign targeting decision-makers in Financial Institutions and Money Transfer Operators. Using LinkedIn lead form ads as the primary tactic and messaging ads for personalized outreach, we built a multi-touch journey. Audience targeting was refined based on relevant job titles from our ads assets, supported by retargeting and conversion tracking.
2. Content-driven demand generation
To support client's lead generation efforts, we produced a comprehensive on-demand webinar, managing all aspects from content development and technical setup to promotional strategy. This initiative positioned the brand as an industry thought leader and served as a valuable asset for capturing marketing-qualified leads. Complementing the webinar, we designed and created an e-guide that aligned with brand identity, offering in-depth insights to engage and inform their target audience.
3. Automated email nurturing
Leads captured from the ABM campaign were seamlessly integrated into an automated email nurturing workflow. This journey was designed to deliver relevant content based on user behavior, helping to educate and engage prospects over time. With lead scoring in place, the system prioritized high-intent contacts and triggered sales notifications at optimal moments.
Result
Our integrated ABM and content-led campaign delivered strong results within a short timeframe, generating 73 MQLs in just two months, with 52 percent of leads originating from high-value target accounts.
The strategic use of LinkedIn lead form ads, complemented by personalized messaging ads, played a key role in capturing qualified decision-makers from Financial Institutions and Money Transfer Operators.
The campaign was further enhanced by an automated email nurturing workflow, which achieved a notable 12% click-through rate and effectively guided prospects through the funnel with timely, personalized content.
Metrics
73 MQLs in 2 months
52% Leads from target accounts
12% Email click-through rate
