Engaging senior decision makers at scale

Creating a €255 million pipeline for Atos

  • €255m

    campaign-influenced pipeline so far 

  • €49m

    generated as a direct result of the campaign 

  • 1.71m

    impressions with profiled audience

Challenge

When Atos engaged HUT 3, it had a clear objective in mind. The global systems integrator wanted us to  boost its healthcare brand: to deliver a targeted campaign that would generate awareness, drive leads, and equip its senior sales execs with messages and assets to support their direct engagements. But to do that, we needed to help Atos elevate the conversation; to go beyond a technical discussion and get senior healthcare execs bought in. And we needed to do that at scale.

Solution

We started by mapping out a multi-step account-based marketing (ABM) strategy, a four-phase programme designed to engage the right contacts with the right content. At the heart of that was our “hero” asset: a 20,000-word, research-driven thought leadership asset exploring The Future of Healthcare. This centrepiece report gave us a wealth of material from which to create a range of supporting materials, including blogs, c-level interviews, videos, eBooks, and social media ads.

With our content created, it was time to engage. Combining Atos’ own data with HUT 3’s LinkedIn-based insights, The Future of Healthcare was launched to strategic accounts, current customers, and net-new logos. A mix of gated and ungated content was used to create a good balance between initial engagement and actionable leads, with all interactions tracked and analysed in real-time. This enabled us to amplify high-performing content while remixing and refreshing any underperforming assets.

Outcome

Despite this being Atos’ first ever globally consistent, full-funnel marketing campaign, it delivered impressive results. In the first phase of activity alone, more than 300,000 impressions were generated, over 3,000 engagements were confirmed, and almost 1,400 senior healthcare leaders visited the landing page. 15 leads from hospitals in Europe, India, Africa, Australia, and the United States have so far been attributed to the campaign, with the first 24 hours generating a direct meeting request from an NHS Trust.

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