Case Study
ABM
Breaking into the UK for this US giant in facilities management, with high-impact digital campaigns to generate leads.
ABM provides outsourced facilities management products and services across more than 2.5 million square feet of public and commercial space for some of the most recognisable places in the UK, including airports, entertainment venues, industrial operations, and commercial real estate assets.
Following a recent move into the UK market, this US facilities services giant needed an expert in the UK market to localise and adapt a US-centric campaign to drive leads in the UK.
Starting from almost nothing, ABM asked the Velo team to plan and execute an entire media campaign that combined ABM (account-based marketing, not to be confused with the brand name!), brand awareness, content marketing, and lead nurturing.
Our campaign has been going really well, and the Velo team have been great to work with – honest, down-to-earth and always available to help.
ST, Head of Marketing, ABM
Creative Strategy
The UK market is different to the USA
The US markets rely on large trade publications. In the UK, these channels are smaller. A more direct approach was needed.
Media-first
With low brand awareness, the media plan included multiple opportunities to see and provided dedicated sales support information to help close deals.
UK pain point-led
The content was localised with the sales team to promote collaboration around the ABM campaign. Assets were created to talk to the different stages of the UK sales cycle, focusing on the UK market’s pain points.
Strategic Creative
“Complete Building Care”
The messaging line was chosen to encourage conversations with the ABM sales team and to span the entire product offering. At the same time, “complete” showed confidence and size.
Visual styling
An isometric style was favoured alongside close-in photography treatments so that the target audience could project themselves into the messaging.
Low brand awareness
With low brand awareness, it was vital to introduce credibility in all communications. Customer testimonials were intertwined with data points to show ABM’s size and reach in the US.
Branding
All communications followed the global brand styling but localised content where possible from the US in a light-touch fashion so that the budget could stretch as far as possible.
The Velo team ran a 3-month launch campaign within the UK and were able to engage and drive opportunities within weeks of the launch, capturing valuable leads.
The MQL leads provided for ABM exceeded expectations, and the opportunity pipeline outstripped the campaign budget six weeks post-launch.
- 51 Leads within 6 weeks of campaign launch
- 200% increase in leads over the course of the campaign
- Positive ROI On all campaigns
- £300k in year 1 new tender opportunities generated. Multi-year contract
