When it Comes to ABM: Blow. Don’t Suck. Jesse Ariss Product Marketing Manager Brian Maschler Chief Creative Officer
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When it Comes to ABM: Blow. Don’t Suck.
Jesse ArissProduct Marketing Manager
Brian MaschlerChief Creative Officer
Connect Engage Track Act
Connect Engage Track Act
MISSION POSSIBLE: OPENING THE DOORTO THE C-SUITEA bold account-based marketing initiative
THE CHALLENGE
Bottomline Announces Cyber Fraud and Risk Management SolutionsCompany acquires market-leading fraud protection and prevention capabilities to deliver critical next line of defense against cyber attacks and cyber fraud
CAMPAIGN OBJECTIVES• Pique interest with prospective clients – inform how traditional security
approaches may be falling short as threats continue to rise and fraud tactics evolve.
• Create a sense of urgency that recipients need to adapt in order to stay ahead of technology and can’t afford not to take action.
• Establish Bottomline as a premier provider of cyber fraud and risk management solutions in key verticals.
• Need audience to feel like an elite group that have been selected for this conversation. Bottomline should be seen as your partner to learn from.
• Convey a sense of partnership – be viewed as someone who can deliver valuable education that ultimately makes our customers more competitive.
GOALS FOR THECAMPAIGN
• Engage C-suite decision makers (Chief Technology Officer, Chief Security Officer, etc.) within a targeted list of companies.
• 40 total recipients for the pilotGoal: 14 C-Suite meetings.
IDEAS THAT GOT THIS STARTED
• Drop cam – a great metaphor for Bottomline’s CFRM solution offering visibility, real-time alerts and the ability to investigate/resolve.
• Send to target audience with a letter explaining the metaphor and request a meeting (with some really nice packaging!).
THE FINAL CAMPAIGN
THE FINALCONCEPT
There’s nothing more elite than a secret security agency. For executives who’ve built a career in data security, this is the perfect setting to carry our message.
THE FINALCONCEPT
You’ve got a mission.01. MailerPre-loaded, internet-enabled tablets arrive on your desk.
02. VideoA spy video is queued up to tell you about your secret mission.
03. Accept MeetingReal-time lead alert sent to sales exec for scheduling.
04. Follow UpNot ready to talk? Here’s more info.
This campaign sends a target list of C-Suite security professionals a tablet with a personalized, interactive video. An international security agency needs your help. Next step: meet with Bottomline. Do you accept this mission?
01. 02.
04.
03.
DEVELOPMENT
BEHIND THESCENES
DEVELOPING A CUSTOM APP
01. PersonalizationEach device was personalized with the recipient’s name. Depending on their business sector, they would receive a targeted video for that industry.
02. Tracking & Reporting CapabilitiesRecipients were asked to take a meeting with a Bottomline representative. Their answers were immediately captured within the app and sent to Salesforce for a rep to follow up.
03. InteractivityDepending on the user’s activity, the experience would adapt to offer additional CTAs and content.
In order to play an interactive video with tracking capabilities through a tablet, we built a custom app to deliver a personalized and measurable experience.
RESULTS
RELEVANT
MEMORABLE
ENGAGING
PERSONAL
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