Driving impact with 1:1 ABM
Creating an £800k pipeline for Immuta at Volvo
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£800k
in pipeline ARR expected within two years
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127.3%
forecast return on investment
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10/10
"Likelihood to Recommend" HUT 3 from Immuta
For a 1:1 ABM campaign to deliver results, it needs to do two things. It needs to reach the right people, of course, but it also needs to resonate with that audience. For technology brands like Immuta, finding the right way to communicate a complex story about data security can be challenging: focus too much on the tech, and things rapidly become more about you than the customer. So, when Immuta wanted to build a relationship with Volvo, the company turned to HUT 3 for help.
Solution
Using Enigma, HUT 3’s proprietary, AI-powered intelligence-gathering tool, alongside a series of in-person workshops, we developed a deep understanding of Volvo. From its challenges through to its organisational structure, this process helped to establish the key themes to draw on within our campaign materials. It also informed our overall creative approach. ‘Safety, Meet Safety’ aligned Immuta’s data security philosophy to that of Volvo’s own heritage with vehicular safety.
To support that message, an assortment of engaging content was created. LinkedIn ads, emails, videos, and animations were used to capture the attention of key stakeholders within Volvo, directing them towards a dedicated campaign microsite. There, they found two ‘hero’ assets. A personalised digital magazine pondered the future of automotive data, while a thought-leadership focused manifesto outlined Immuta’s promise to Volvo.
“The success we achieved has been so impactful that we’ve now adopted this approach for all our ABM initiatives.”
Outcome
The 1:1 campaign soared past its original goals, delivering real impact for Immuta. More than 100 stakeholders within Volvo visited the microsite, over 80 new leads were secured, and six in-person meetings were arranged with Volvo directors. In fact, “the success we achieved has been so impactful that we’ve now adopted this approach for all our ABM initiatives,” says Lisa White, Vice President Marketing for EMEA & APJ at Immuta.
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