A global technology company was seeking to build brand awareness and drive response from within the computer-aided design and engineering audience (CAD/CAE).
CHALLENGE: IDENTIFY ENGINEERS BY CAD/CAE SOFTWARE BRAND
The client built individual portals for leading CAD/CAE brands including Dassault Systemes, PTC, Siemens PLM and Autodesk. The campaign objective was to drive design and product engineers to one of the four CAD/CAE portals via a series of impactful email creative designed by the client’s creative agency that featured brand specific messaging. For example, the subject line for targeting SolidWorks users read, “SolidWorks – 5 Greatest Performance Challenges.” Since messaging referenced the specific CAD/CAE brand, accurate audience segmentation was imperative.
SOLUTION: TARGET ACCOUNT BASED LIST STRATEGIES SUPPORTED BY COMPETITIVE INTELLIGENCE
Oceanos designed a data asset allocation strategy comprised of a list portfolio that included pedigree engineering publications, communities and societies. To acquire the software install intelligence, Oceanos aggregated data from a myriad of sources including annual reports, news releases, trade publications, social media and other online sites. The resulting data was reviewed by Oceanos analysts, standardized and assigned a confidence value. With this competitive intelligence insight, the Oceanos research group was able to develop a named account list for each target CAD/CAE platform. These named accounts were then enhanced with their corresponding email domain and bundled by brand. The resulting domain string was utilized as a “filter” to segment the engineering contact lists. The creative assets were then aligned to the appropriate segment, deployed and tracked.
RESULT: 200% INCREASE IN EMAIL CLICK-THROUGH RATE
The segmentation and content alignment yielded impressive results. As the chart below illustrates, the average click through rate exceeded 3.34% ― nearly triple the average. To maximize the success of this ongoing campaign, individual list performance was evaluated and a full scale list strategy was established to ensure comprehensive reach within the target audience and, more importantly, to minimize list fatigue. The result is a robust, repeatable, demand creation engine.
To find out more about Oceanos, download the updated List Optimizer Ebook at http://www.oceanosinc.com/listoptimizer/