“LinkedIn is one of our most critical partners. When it comes to account-based marketing, it’s often our first destination. Even though we deploy a multi-platform strategy for our campaigns, LinkedIn holds a special place in our strategy because of its precision targeting and audience quality."
Peeyush Dubey
Chief Marketing Officer
Larsen & Toubro Infotech
When LTI, a global technology consulting and digital solutions company, launched its new data and cloud service offerings, it identified a list of US-based companies that it had never engaged before. It brought its account-based marketing (ABM) strategy onto LinkedIn as a reliable, acceptable, and effective way to reach out to this audience and give impetus to its sales initiatives.
Results
Challenge
“Our ultimate aim is to drive conversions but, given that we had no existing relationships with any of the companies on our list, brand marketing had to come first. Identifying the right people within these accounts and serving our content to them with precision was an essential success factor. And we knew that we could only achieve this on LinkedIn.”
Khuzem Batawala
Head of Field Marketing, North Americas
Larsen & Toubro Infotech
Solution
“Sales and marketing alignment is critical to any ABM strategy. It’s not just about agreeing on which accounts to target, but also about setting aside marketing funnels and sales pipelines to really focus on the customer, their needs and their journey through the entire sales cycle.”
Anurag Purohit
Head of Digital Marketing
Larsen & Toubro Infotech
● Designed a brand awareness and engagement campaign deploying a mix of ad formats to deliver highly relevant messages
to key personnel at target accounts
● Tracked performance and measured impact using:
● Designed a brand awareness and engagement campaign deploying a mix of ad formats to deliver highly relevant messages to key personnel at target accounts
● Tracked performance and measured impact using:
Campaign demographics to understand the audience that responded best to their message
Website demographics unlocked via the LinkedIn Insight Tag, to study the traffic they were driving from LinkedIn, who these visitors were, and what content they engaged with on the website
Company engagement report to assess how well they engaged buyers and influencers at each of these accounts
How did LTI turn this approach into sales and marketing success?
LTI is a global technology consulting and digital solutions company helping more than 460 clients succeed in a converging world. Founded in 1997 as a subsidiary of Larsen & Toubro Limited, its unique heritage gives it unrivalled real-world expertise to solve the most complex challenges of enterprises across all industries. Each day, its team of more than 40,000 LTItes enable its clients to improve the effectiveness of their business and technology operations and deliver value to their customers, employees, and shareholders. View company page.
Headquarters: Mumbai, India | No. of Employees: 40,000+ | Industry: Information Technology & Services