The Syllabus:
Panasonic Logiscend has revolutionized material flow in plants around the world, helping them make a quick and easy transition from paper to Industrial Internet of Things (IIoT) with its associated efficiency, success rate and cost savings. But the sales process for a customized, transformational solution that digitizes the manufacturing process takes time, and Logiscend needed to educate its prospects on how their plant could benefit from new levels of accuracy and efficiency.
Lesson Plan:
Panasonic Logiscend turned to The Verdi Group to design and debut its first-ever ABM effort in March 2021. The strategy was tailored to the contact’s persona, with strategic content for C-level titles. Using E-books and videos, Panasonic described its vision for the future of manufacturing and IIoT. For plant-level personas who had a more localized focus, the company offered content that explained exactly how the Logiscend system would work for the five potential applications within their plant. Videos, case studies and sell sheets were tested during the ABM pilot. Communications tactics included a series of six emails and outbound telemarketing. To date, The Verdi Group has created 20 email variations, 12 landing pages, nine banner ads and two telemarketing scripts, all of which were created or are housed within SharpSpring to drive the program.
Report Card:
Since its inception in March 2021, the campaign has:
- Surpassed its 12-month goal of 60 marketing qualified leads after just six months
- Held 31 demo calls to date, 10 of which have moved into mid-funnel with the sales team
- Generated several site visits (necessary for scoping this customized solution and formulating a proposal)
- Generated at least one opportunity potential of more than $1 million
Report Card:
Since its inception in March 2021, the campaign has:
- Surpassed its 12-month goal of 60 marketing qualified leads after just six months
- Held 31 demo calls to date, 10 of which have moved into mid-funnel with the sales team
- Generated several site visits (necessary for scoping this customized solution and formulating a proposal)
- Generated at least one opportunity potential of more than $1 million
