Demand generation.

Unify is a global provider of unified communications solutions. They service 75% of the Fortune 500 companies across the globe.Watch Video

 

Strategy.


Unify approached us with a clear objective: create demand for their services within health and public sector organisations, and break through to a new audience of C-level customers. Our strategy involved creating rich content with a microsite to host it, and nurturing prospects through marketing automation.

 

Delivery.


Unify was determined to engage a more senior segment of customers within health and the public sector. Having observed that most decision-makers and stakeholders within these organisations were C-level executives, they were in need of strong, new content to attract and retain their attention, coupled with a solid automation strategy to nurture their interest in Unify.

 

Content creation and
the customer journey.


We maped out detailed buyer journeys, considering the content that would be most effective at each part of the conversion funnel. We also created a bank of interactive longform assets that were then atomised into smaller pieces before distribution across Unify’s communications channels.

Nurture
loops.


Prior to partnering up with Tomorrow People, Unify had not made use of closed loop marketing techniques. Offering our knowledge and expertise, we guided them through the profiling of their buyer personas, the establishment of full nurture loops using the content we had generated, and their use of marketing automation software.

Results. Delivered.


With over 1,500 visits to the new microsite and a 30% average conversion rate achieved within the first two months of the campaign going live, the results of the Unify programme truly speak for themselves. Unify’s Head of Global Segments Tony Rich also added, “Simply, it was one of the best campaigns we’ve ever had, and it was a real fun campaign.”

1,500

Website visits to the microsite and the content in two months

30%

Conversion rate on average after the first two months of the programme

525

Contacts generated in the first six months

“Simply, it was one of the best campaigns we’ve ever had…”


Tony Rich, Unify

Who worked on the Unify account?


Alistair Norman, Managing director

alistair

Guy Little, Managing editor

guy

Shannon Greaney, Editorial manager

shannon

Steve Haynes, Digital marketing manager

steve-h

Ben Godlington, Designer

ben-g

Mark Lancaster, Designer

mark

Pete Winter, Head of digital

pete

Steven Walls, Creative director

steph

Tom Ashford, Head of setup

tom

Patrick Manville, Developer

patrick