Account-Based Marketing Campaigns for a Leading B2B IT Brand

Fujitsu’s is one of the UK’s leading IT service providers, provided world-class IT solutions that help improve efficiency, reduce cost and add value. The company provides IT services and solutions to thousands of businesses and public sector organisations across the UK, Europe and rest of the world.

Working closely with the internal marketing team at Fujitsu, I was responsible for delivering an 8-month account-based marketing campaign. The goal was to engage with key decision makers and drive awareness of Fujitsu’s latest brand proposition.

Working in collaboration with Fujitsu’s video content agency, the campaign used personalised one-to-one communications through a range of channels including email and LinkedIn. The campaign material was delivered monthly over eight months. Dedicated landing pages were deployed for each stage of the campaign, with a marketing automation system providing advanced analytics and lead scoring.

Data was fed back to the Fujitsu’s sales team on a fortnightly basis which meant they could prioritise leads and speak to warm prospects first.

The campaign provided undeniably positive results: 233 high-value prospects were reached and 52 prospects – all at senior decision-maker level – engaged with the campaign and turned into a lead. Email content achieved a 10% click-through rate and the landing pages received thousands of visits throughout the campaign.

Due to client confidentiality I’m unable to share more specific details.