Waterfall
Turning targeted ABMinto a £140m sales pipeline
Creative EC wanted to build awareness and pipeline for Waterfall, its new Microsoft Azure-based intelligent water management solution, among a highly focused audience of just 22 UK water suppliers.
We identified the key decision-makers — including CEOs, CTOs, Innovation and R&D teams — and built a fully digital account-based marketing campaign designed to reach and influence them.
The approach
We combined detailed audience profiling and social listening with targeted content, paid social, email, display advertising and retargeting.
A key part of this was also to refresh the Waterfall brand, alongside creating a dedicated microsite and a substantial suite of core assets and campaign content, while building a database of 373 relevant individual contacts.
The impact
3 months
timeframe
18
net-new prospects
£140 mil.
pipeline
