CASE STUDY

Engineering Avnet’s ABM & Omnichannel Campaigns for Accelerated Revenue Growth

Industry:
Manufacturing

Capability:
Business Intelligence, Advanced Personalization, Revenue Operations, Experience & Engagement

Avnet, a $20 billion global Manufacturing Technology Organization, found itself at a critical juncture, investing over $250 million year-over-year (YoY) in global marketing endeavors that, despite the substantial financial commitment, failed to contribute significantly to revenue growth. Recognizing the urgency of the situation, the organization acknowledged the need for a swift and transformative change in its overall strategy and approach.

THE QUESTION

For a complex B2B business model with a broad spectrum of ICP audiences, what about the campaign channel approach and ABM efforts can be transformed to create greater efficiencies and accelerated revenue gains?

THE SOLUTION

An overhaul of their connected go-to-market activation strategy was required. Based on our examination of their audiences, we were able to enhance the precision of their targeting. We designed a meticulous restructuring of their content to ensure better alignment to resonate with an engineering mindset. We also employed an omnichannel personalization strategy with real-time marketing campaign optimization for heightened effectiveness.

Our deliverables included:

ABX Playbook: Targeting new and existing customers
Content Audit and Strategy: Built content toolkit including a how-to video, checklist, guide and interactive site — plus 5 new case studies
Personalized Communications: Data-driven campaign across Email, Web, LinkedIn, Google, Display, Facebook and Instagram
Sales Activation: Sales playbook with resources, including 4 Sales Sequences, case studies, behavior monitoring and talk tracks
Real-time Monitoring: Analytics and Reporting, with ongoing optimization