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.
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.
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.
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.”
Website visits to the microsite and the content in two months
Conversion rate on average after the first two months of the programme
Contacts generated in the first six months
“Simply, it was one of the best campaigns we’ve ever had…”