We collaborated with payments provider ACI Worldwide to create a lead nurture programme that continues to generate high-quality leads.
We provided ACI Worldwide’s UP® Real-Time Payments™ solution team with a full-service proposition that included strategy and planning, creative (copy and design), PR, demand generation, and digital.
Our objectives were to raise brand awareness and drive new business and cross-selling lead opportunities for ACI’s Real-Time Ready and Payments Intelligence programmes in EMEA, the USA and India.
We also wanted to cross-sell to existing accounts. So we created a priority target list to use alongside ACI Worldwide’s own list of the top 1,000 banks globally.
We created a highly targeted demand gen plan focused on paid and organic promotion to drive qualified traffic. Paid LinkedIn was the main component of the campaign as it has the most specific targeting capabilities. It allowed us to prioritise the newly identified target accounts, job titles, and skills.
We helped to deploy a strategic lead nurturing programme through Marketo recommendations. Each campaign had its own workflow to nurture leads and drive MQLs, helping us to create performance benchmarks for future activity.
Though ACI’s payment solutions team produced content, it wasn’t always strategically planned. We carried out a full content audit and created new content to drive qualified traffic. ACI had plenty of bottom-of-funnel materials, but were low on middle-of-funnel content, which we needed to resonate with the audience without sounding too promotional or salesy.
We created a blog schedule and a Marketo reporting process, collaborating to create assets for nurture flow.
Finally, we ran ad-hoc social media campaigns for industry events, such as NACHA, EBAday, and Sibos, promoting ACI’s booth and speakers. Prior to the events, we identified their hashtags and main Twitter handles so we could target event attendees for the duration of the event only. Our digital team even created an app for attendees.
The campaign was a resounding success, achieving:
- 1,117 total leads
- 300 leads from target account list
- 59 total MQLs
- 6 MQLs from target account list
- 8 total SQLs
Our work for ACI’s Real-Time Ready and Payments Intelligence programmes is ongoing. We continue to collaborate to drive and nurture leads. Rachael Tomaney, Director Marketing, Real-Time Payments, says:
'We came to Octopus with a clear brief around our value proposition, go-to-market strategy and messaging, and some insights into our buying decision makers. They were able to rapidly translate that into our highest-performing demand generation campaigns, particularly through the use of LinkedIn. Their targeting insights and media planning, combined with creative and content support and ongoing optimisation recommendations, drove the delivery of a highly effective and efficient paid media campaign to support our overall programme.'