Aligning ABM tactics with refined target customer profiles to maximize results.

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In uncertain times, data provides certainty. It helps enterprises navigate the rapidly morphing economic and business landscapes. By placing data at the center of the decision-making process, businesses can quickly unlock powerful insights to adapt to swiftly changing priorities, retool budgets, prioritize productivity, and continue to invest for growth.

To address this growing need, Microsoft released Azure Synapse, a cloud-based analytics service that unifies enterprise data warehousing and big data analytics at cloud-scale. Together with Insight, a Gold partner and global provider of technology and cloud solutions, they set out to combine their expertise to help businesses create a modernized data warehousing strategy that supports limitless scale and accelerates business operations.

Azure Synapse Analytics

Their partner marketing teams approached Merit Mile to develop a hybrid content marketing and account based marketing (ABM) campaign to generate awareness and demand from a specific set of decision makers for the joint analytics solution.

eBook

Solution overview

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Solution

Data modernization and cloud-scale analytics is the new go-to strategy for turning massive datasets into actionable insights and tangible business value. By using Azure Synapse to unify data from multiple platforms, businesses can gather powerful insights and uncover the answers to their most critical questions at blazing speed.

As such, Merit Mile developed a demand generation campaign with heavily targeted messaging around data modernization to a specific audience of data scientists, directors of analytics, data engineers, and key business decision makers. Using an engaging overview video and eBook, we highlighted how Azure Synapse enables businesses to leverage data faster and easier so they can -

  • Gain clarity and make breakthrough discoveries
  • Improve customer engagement and relationships
  • Optimize spending and be more productive
  • Stay ahead of change and speed up innovation
  • Accelerate path to value

We calibrated our campaign by defining the ideal target customer profile and accounts and shaped our content marketing and ABM tactics based on buyer activities and current business conditions. By identifying targeted customer profiles and accounts to define our demand generation tactics, our content syndication platform's recommendation engine was able to promote relevant content to prospects based on their interests and recent activity around data analytics and related topics.

Results

Using precision targeted content syndication platforms, our demand generation strategy generated 209 marketing qualified leads in less than five weeks from numerous industries, spanning medium-sized organizations to firms in the Fortune 100. And because the joint solution was properly positioned and the messaging was hyper-targeted to a specific audience, the leads were captured at acquisition costs below the conventional cost per lead (CPL) price of enterprise B2B thresholds.

For more information or to schedule a virtual meeting with a Merit Mile marketing associate, please email us here.

Deliverables

  • eBook
  • Video
  • Solution overview
  • 209 marketing qualified leads (MQLs)