Since data was essential to choosing the right accounts, JLL used data from its CRM and MAS systems, account plans, sales sheets and intent data from Demandbase.
Personalization was also part of the strategy. The company developed content and landing pages in three areas: Generic office environment clients, life sciences industry clients and healthcare industry clients. Direct mail pieces invited people to visit a personalized landing page and provided a free trial code. The omnichannel approach also included a webinar touching on three of the company’s offerings.