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ICUC
Brand Guidelines + ABM Campaign
HOW THE STORYBRAND FRAMEWORK HELPED ICUC BUILD A BRAND IN 3 WEEKS
ICUC is a leading social media management agency. With 200+ global and national brands in their portfolio, they've provided community management, content moderation, social listening services, review management and insights services for over 18 years.
Their previous branding didn't match the modern culture of the company or reflect the quality services and experience ICUC customers receive. Following the completion of a comprehensive brand guideline within three weeks, ICUC was able to develop a new campaign completely ready for launch in record time. Additionally, their pilot ABM campaign launched and resulted in over $1.43M in revenue.
Challenges
Visual Identity
A company like ICUC should have a sleek and clean look, but their brand was dreary and had little consistency.
Building new messaging into content marketing
The team had just successfully completed a StoryBrand messaging workshop. After developing a new brand messaging framework, they needed to implement it to speak more directly to their newly re-validated Ideal Customer Profiles and Personas.
Scaling consistent content with brand guidelines
ICUC didn’t have a brand guideline, and as a result the company found themselves creating materials on the fly, leaving all branded collateral feeling disjointed and causing mixed messaging.
They had a lot of promotional opportunities coming up, so they needed to revamp their brand quickly.
Goals
Create a consistent and visually engaging brand
ICUC needed a brand that authentically represented the client and allowed them to connect with their Enterprise clients. ICUC needed their new brand messaging and visual identity within three weeks.
Build the framework to scale content
To be able to quickly create effective marketing materials and campaigns, ICUC needed the appropriate tools and templates to provide a consistent brand message and visual identity within the minds of their potential clients.
Creating the Plan
Audit and Competitive Analysis
We worked with the ICUC team to identify content and branding gaps and opportunities.
Connect Messaging with Visual Identity
We connected their message to their visuals, telling an authentic story through color, type, and imagery.
Brand Guidelines
We enabled them for success by building brand guidelines the team could use as a foundation and compass for building future marketing assets.
Brand Guidelines
Building the brand guidelines gave the ICUC team the one source of truth they needed to create marketing assets with one consistent brand in mind.
With a consistent look, voice, personality, and story, they are able to connect more with their audience of enterprise community managers.
These brand guidelines created a social, modern brand, and enabled a team of digital nomads for marketing success.
BRAND GUIDELINES RESULTS
Following the completion of a comprehensive brand guideline within three weeks, ICUC was able to develop a new campaign completely ready for launch in record time. Additionally, they have been able to continually create new marketing campaigns that all align with their overall brand messaging and visual identity.
Solutions for content scaling made it easy for them to launch an ABM campaign focused on an account list of 73 accounts. After three months of this campaign, 68 of the accounts are showing engagement, and close 3 accounts. The won accounts have resulted in an additional $1.43M in revenue.
ABM PHARMA CAMPAIGN
Marketing Challenge
ICUC knew there would be value in implementing an ABM campaign but was unsure how to run an ABM strategy. This initial campaign was designed to build the ABM Foundation and Strategy for 2021 that includes starting a pilot campaign and roadmap for maturity. ICUC offers brand reputation management and saw that the pharmaceutical industry would have massive benefit from brand reputation management.
Insight
Mojo worked with ICUC to develop an evergreen, holistic campaign to educate the Pharma industry about ICUC and the importance of Social Management as a whole. The purpose of this campaign is to get in front of our target account list and start building awareness and engagement with our content.
The two main channels used for this campaign are terminus targeted display ads, and LinkedIn retargeting.
To lay the foundation, ICUC started with a target account list of 73 accounts.
Awareness Landing Page
To help raise awareness within the target accounts of the importance of Social Reputation Management, we developed a very specific page dedicated to educating the target accounts. Additionally, we developed another Thought Leadership landing page that offers more information around problems the target accounts in the Pharma industry would face and how ICUC offers a solution. The landing pages offered valuable content that would be delivered via email that automatically opts in to automated email.
Using the Terminus platform, ICUC served ads directly to the decision-makers within the target accounts to get them to these landing pages.
CONSIDERATION LANDING PAGES
Any target accounts that landed on the awareness landing page would start to receive retargeting advertisements that served a variety of content. The goal of serving various pieces of content was to test what content works best after purely educational content.
The various retargeting ads went to a Brand Reputation Solutions landing page, a Schedule A Consultation landing page, and a landing page with additional resources like use cases, stats, case studies, and data that helps encourage a consultation
ABM Consideration Stage Ads for Terminus
To get more people to the consideration stage landing pages, ICUC leveraged the Terminus platform to send targeted display ads to accounts showing engagement.
Sales Sequence for Engaged Accounts
For accounts that start spiking in engagement, the sales team was provided an ABM playbook within HubSpot (using the sales sequence tool) that automated some email communication and assigned tasks to create 1:1 engagement with target accounts. The ABM playbook included strategically laid out tasks for emails, phone calls, social connection, social outreach, buying committee outreach, and Direct Mail where appropriate. Different tactics would be used based on the data collected from engagement metrics.
Awareness/Consideration Nurture Series For Offer Downloads
Once a target account downloads the report (or offer), the nurture series will begin to share additional valuable resources and nudge our target accounts down the buyer’s journey
Research/Decision
Research/Decision Stage Automated Sales Sequence (3)
Once a target account requested a consultation, an automated email outreach comes from their assigned rep. with an introduction video that explains the process, and offers direct contact information.
GOALS & OUTCOMES
| Metric | Description | BENCHMARK | GOAL | RESULTS |
|---|---|---|---|---|
Target Account Awareness Data |
Awareness: Are we reaching our accounts?
|
75% or greater have had at least one impression |
90% |
100% |
Target Account Engagement Data |
Consideration: Are the accounts engaging with content? GROWTH LEAVERS:
|
25% of total accounts showing engagement metrics (Varies based on how long the campaign has run) |
30% of total accounts showing engagement metrics in 3 months |
93% |
Number of Target Accounts in the Pipeline |
Evaluation: Are contacts moving through the pipeline when sent to sales? GROWTH LEAVERS:
|
Varies |
25% of Accounts move from Connection Meeting into the Pipeline |
3 Accounts Moved into the Pipeline |
Revenue from Target Accounts |
Decision: Are the target accounts closing? GROWTH LEAVERS:
|
Varies |
67% of the Deals that Enter Pipeline Close |
100% of the Deals that Entered the Pipeline Closed (3 Deals for $1.46M) |