Applaud ABM
Reaching The Top 40 UK B2C Brands
A hyper-personalised ABM campaign using technographic data to turn heads and spark change with some of the world’s largest HR departments.
The challenge
Applaud, a HR technology brand that simplifies complex HR systems through their Employee Experience Platform, wanted to reach the UK’s top B2C HR departments. With an average workforce using 7-11 different HR systems, Applaud needed to highlight the need for these organisations to revamp their employee experience.
Our approach
We packaged up their offer into a powerful proposition. Using technographic data, we identified the number of HR systems that our 40x target accounts had in place and turned that insight and the new proposition into a highly-personalised ABM programme.
This featured a high-impact DM which included a personalised HR technology landscape and industry report, showing each account the monetary value they had lost due to employee unproductivity to link their technology issues with business impact. By doing so, we showed each target the complexities and hinderances clogging up their employees’ experiences every day, before offering them the path to simplicity and productivity: Applaud.
Impact
This one-to-one ABM programme smashed targets, secured meetings and grew Applaud’s brand awareness within the B2C market.
Selbey Anderson Group of agencies