Digital intelligence firm · B2B software
Driving growth in EMEA
An integrated, customer-centric marketing strategy built to restart regional growth.
The challenge
A leading digital intelligence platform, used by over 3,500 global customers, covers what is happening online and provides businesses with the essential digital data and analytics needed to build strategy—giving clients access to data-driven insights, competitive benchmarks and strategic analysis. The firm was primarily targeting enterprise clients. Growth had flattened and both demand generation and customer acquisition showed signs of decline.
The approach
We analysed the client’s CRM data and built a deep understanding of their use cases. We then focused on fuelling growth on all fronts—creating demand, capturing demand, developing growth platforms and growing top accounts. The plan was based on four main pillars to drive demand and lead generation, sales pipeline and engagement across the customer lifecycle.
1. Brand strategy and activation built a platform for sustainable growth, created broader awareness through social, advertising, PR and thought leadership, and refreshed the overall storytelling.
2. Developing growth platforms improved the digital experience across the website, landing pages, engagement tools and buyer journeys. We optimised use cases and persona-led solution pages, introduced automated emails to maximise conversion, retention and expansion, strengthened third-party directory and review-site presence, and worked with Forrester and Gartner analysts.
3. Integrated campaigns built pipeline. We defined programme goals and cohesive narratives for each target segment, then created thematic email, paid-media and social campaigns nurtured by customer-focused content and thought leadership. Webinars became a key platform for engaging prospects and existing customers.
4. Growing top accounts involved a year-long account-based marketing programme—one-to-few and at scale—to build relationships, identify opportunities and expand revenue within major existing accounts. C-level events strengthened key client relationships, while Bombora and 6sense helped identify demographics, propensity to buy and each prospect’s stage in the journey.
The impact
The integrated programme restored growth across acquisition, expansion and brand visibility in EMEA.
- 34% more leads year on year in EMEA, led by UKI, the Nordics and DACH
- 43% increase in regional sales for EMEA
- 54% year-on-year growth in expansion with existing clients
- 12% increase in customer lifetime value through expansion
- 38% improvement in ABM account win rates
- 105% increase in web traffic and 24% increase in free trials
- Improved NPS and share of voice in EMEA—among the top five providers, with 25% more articles in tier-one media
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