Emailing campaigns
A B2B emailing campaign for IT & AI offers
To promote its expertise in AI, outsourcing and cybersecurity, ANSAM needed a campaign system capable of transforming its content into concrete requests. The objective: to structure a regular speech, segmented by subject, and to precisely measure the impact of each campaign on lead generation.
Solutions
I designed and deployed an email campaign program based on HubSpot, based on three pillars of the ANSAM offer (AI, outsourcing, cybersecurity), with a systematic relay on the site and social networks.
- 16 emails planned and orchestrated in HubSpot.
- 21 downloadable contents (reports, white papers, product sheets) in support of campaigns.
- 25 commercial landing pages dedicated to conversion.
- 44 social posts to reach beyond the existing contact base.
STRATEGY & EXECUTION
My role covered the entire chain, from strategy to operational execution.
- Development of the editorial strategy and content angles for each theme (AI, outsourcing, cybersecurity).
- Writing emails, downloadable content and landing page texts.
- Layout design, design and layout of campaigns in HubSpot.
- Setting up lists, targeting and sending scenarios, then planning the distribution schedule.
Each email sent to an optimized landing page, offering high added value content (report, white paper, product sheet) in order to capture qualified leads rather than simple clicks.
Impact
The whole thing was designed as a complete funnel, from discovery to lead.
- Capture contacts via HubSpot forms connected to 21 downloadable content.
- 25 landing pages linked to campaigns to precisely track conversions.
- 44 social posts to expand the audience beyond the email base and feed the same landing pages.
In total, these campaigns made it possible to identify 120 qualified leads, which could be directly exploited by the sales teams.
Next Steps
The system is designed to be sustainable: the next steps consist in continuing to produce marketing content whose formats and codes are conversion-oriented (new white papers, product sheets, use cases), while refining the segmentation and automation of campaigns.
Structured KPIs in HubSpot (opening rate, clicks, conversion per campaign, contribution to the pipeline) now make it possible to arbitrate topics and investments based on data, and to continuously optimize the performance of future campaigns.
“The challenges around AI, outsourcing and cybersecurity are complex, and making them accessible is not easy. Léanne makes it possible to transform technical messages into clear, concrete and impacting content, while remaining true to the DNA and tone of the ANSAM Group.”
