Avantra is the industry-leading AIOps platform for SAP Operations, helping global companies transform into self-healing enterprises. With a clear understanding of the intricacies of Avantra’s business model, as well as their complex tech-based product, two things were clear to us…
First, communicating Avantra to lead decision-makers such as SAP implementers and C-suite CTO of large enterprises proved challenging. Secondly, with an average nurture period of 12 months, Avantra needed support getting warm leads over the line with a tactical account-based marketing (ABM) strategy.
Working closely with Avantra, we delivered two campaigns to combat business pain points.
We started with Always On. Designed to humanise Avantra’s product, the digital campaign communicated Avantra’s benefits
in a clear and emotive manner. Drawing on digital, copywriting and design expertise, the warm tone and style
resonated with prospective customers driving engagement and lead generation.
Next up, the ABM campaign, Top Deals. Working in tandem with the extended marketing teams at Avantra, we outlined a focused growth strategy in which marketing and sales collaborate to create personalised buying experiences for a mutually-identified set of high-value accounts. Once the strategy was polished, we designed a set of brochures tailored to prospects, containing the customer journey and Avantra’s key benefits. These were then sent to key decision-makers to encourage conversion.