Pega Systems
ABM Campaign
ABM BY DEFINITION
ABM is a strategic 1-2-1 marketing approach that supports and compliments traditional marketing and lead generation activities. It leverages a range of touchpoints and is highly dependent on data and technology to drive personalization, automation, and efficiency.
OVERVIEW OF PROJECT
Pegasystems, commonly known as Pega, is a global software company known for its business process management and customer relationship management (CRM) solutions.
Pega’s platform and solutions allows organisations to automate, streamline, and optimize their operations. Particularly leveraging AI powered decisioning and workflow automation.
We are developing an ABM approach for Pega, expanding relationships within their existing client base.
At present, most salespeople within Pega have relationships with their clients IT departments. We are wanting to expand that to include sales, marketing, operations etc. to show our expertise and value of our product across the wider business.
White paper:
How to win at the
Telecom Marketing Game
Audience
We are talking to marketing professionals within the Telco industry. In a competitive sector, where customers have a great deal of choice, marketers are concerned with the increasing competition and how to attract new customers.
White paper content
It provides insights and strategies for telecommunications service providers to adapt to the changing landscape of the industry. It emphasizes the need for telcos to focus on customer-centric, analytics-driven marketing in response to customer expectations and fierce competition. Teaching marketers how they can leverage real-time 1:1 marketing capabilities that deliver business results. And showcases case studies of brands that have yielded positive results from this strategy.
The creative task
We want to sensationalise the white paper, by making it exciting and relevant to our audience. The LinkedIn social asset should be engaging.
1. New look and feel of the white paper report, cover page, contents page and inner page.
2. A LinkedIn ad promoting the white paper.
What does success look like?
Getting new leads.
White Paper PDF Cover, Contents Page and Inner Page
LinkedIn Ad Promoting the White Paper
Ultimate guide
to reducing churn
for Telco
Audience
We are talking to sales professionals within Telcos. Low cost of switching and an abundance of options has resulted in high customer churn, directly impacting revenue. Sales are looking for unique ways to reduce churn and prevent customers from becoming at-risk. As well as continuously adapting to the latest tech and customer preferences to drive sales.
Content and promo channels
This white paper offers a comprehensive roadmap for telecommunication companies to combat customer churn effectively. It talks about key strategies, including improving customer experience through personalized services and proactive issue resolution. Highlights data-driven insights and predictive analytics as powerful tools for identifying at-risk customers and implementing targeted retention efforts.
The creative task
Bring the white paper to life by showing the cover page, and title with a short blurb/subheading on the title page. Make the content exciting and relevant to the audience.
1. Audio podcast episode sponsored by Pega promoting the white paper.
2. Online partnership banner on the networkworld.com website.
3. A LinkedIn ad and a data capture ad.
What does success look like?
Unknown audience: New leads and access to salespeople within telco organisations.
Whitepaper PDF Cover
Podcast Promo
Website Partnership Banner
LinkedIn Ad and a Data Capture Ad
Pega named leader in the Forrester Wave™. Real-Time Interaction Management
Audience
We are talking to marketing professionals within the Telco industry. At this point in the journey, we are looking to demonstrate our expertise to this audience. Some of the audience may be known (they have previously engaged with our content and we have their email addresses) or they might be unknown (yet to give us their details)
White paper content
It delvs into Real-Time Interaction Management (RTIM) software that lets businesses offer more valuable customer interactions across channels. Using fact-based research and objective analytics, Forrester Wave’s latest RTIM report named Pega Systems a Leader with top scores in the current offering and strategy categories and the highest possible score in the market presence category.
The creative task
We want to reimagine this content as a webinar hosted by Rusty Warner, a principal analyst at Forrester. This webinar will talk through their research and findings, particularly focusing in on Pega. Again, we want to make this content feel exciting and encourage marketers to listen in.
3. Known audience: We will need an emailer promoting the webinar.
1. Unknown audience: We need a LinkedIn ad promoting the webinar and encouraging the audience to sign up to listen.
4. A banner ad on a www.crn.com, promoting the webinar.
What does success look like?
A second interaction with a known person. Someone who has already been engaging with our content. Unknown audience: Turning up to the webinar.
Emailer Promoting the Webinar
LinkedIn Ad (From the Pega and Forrester Account) Promoting the Webinar
Web Banner Promoting the Webinar
Virgin Media Ireland keynote
at PegaWorld iNspire 2023:
Becoming a fully digital business
Audience
We are speaking to those who work in operations within a telco. Their key focus is on digital transformation, a daunting task, connecting a wide range of complex systems and processes, some of which are likely to be legacy systems.
Video content
A keynote presentation at the 2023 Pegaworld iNspire Conference, Pega’s flagship annual event that brings together Pega’s customers, partners and industry experts to explore the latest CRM and business process management trends.
This video features Virgin Media Ireland’s John Walsh, Director of Technology Transformation, as he breaks down the organizations strategic approach to digitalisation.
The creative task
1. Unknown audiences: A LinkedIn post promoting the video with a CTA click-through to watch the video.
2. Known audience: Create an email, tailored to someone who works within operations at a telco. Encouraging them to watch the video and taking them through to the industry-specific landing page.
3. Unknown audience: Industry-specific landing page. Ensure the video is the hero of the page, but the remainder of the page must have telco content. The landing page must look like it has been tailored to someone who works within the telco industry.
What does success look like?
Unknown audience: Downloading gated content and filling out data capture form.
Known audience: Engaging with industry-specific landing pages, watching the video, and downloading ungated content from the landing page.
LinkedIn Ad Promoting the Video in Industry Specific Landing Page
Emailer Promoting the Video in Industry Specific Landing Page
Industry Specific Landing Page with Video
Invitation to a Telco
breakout session at
PegaWorld
Audience
We are speaking to customer service leaders within telcos, typically in roles like Director Customer Services, like Axel Wehrle. These senior roles within customer service have a range of responsibilities including ensuring processes and systems are set up to provide multi channel support, service a high call volume, quick resolution and handling regulatory changes.
This audience will be known to us. We will have their email addresses, understand their business and their unique needs.
The breakout session
The breakout session will be invite only, attended by customer service leaders within the telco industries. The session will delve into the latest trends and technologies, explore how AI-driven solutions and dynamic decisioning can streamline customer interactions and deliver personalised solutions at scale. Will also showcase real life case studies from leaders.
The creative task
Develop a an email invitation that incorporates the look and feel from Virginmobile and Pega. The invitation should be personalized for Axel Wehrle.
What does success look like?
We want our target audience to attend the breakout session.
Personalized Emailer Invite for Axel
A hyper personalized
landing page
Audience
We are talking to sales professionals within Telcos. At this point in the journey, this audience will be known to us. We will know the business they work for, their role within the business and how they have engaged with our content. We should have an understanding of their unique challenges and needs.
In this execution, let's create a hyper-personalised landing page for Laura McNamee, Head of Retention at BT.
Hyper-personalised landing page
We want to think big on ways this could be personalised. E.g. it should have tailored content like ‘reports made for you’, a BT customer churn tool, to show how we can help them understand their customers.
The creative task
Develop this hyper-personalised landing page, which includes a customer churn tool and other relevant BT content.
What does success look like?
We want our audience to engage with the personalised landing page.
Hyper-personalised BT Landing Page within the Pega Website
DM Invitation to
speak at PegaWorld
Audience
We will be speaking to a CMO-level marketer at a telco, Kellyn Smith Kenny, Chief Marketing & Growth Officer, AT&T Inc.
The invitation
The invitation should invite Kellyn to share her expertise, her approach to growth marketing within AT&T and how AI and customer analytics have impacted growth within the business.
The creative task
Develop a DM invitation with two touch points for Kellyn to speak at the 2024 PegaWorld conference. We need to captivate her attention and inspire her to share her story.
DM idea
We will create a personalised billboard that she will see on her way to work as well as a personalised newspaper print ad waiting on her desk.
What does success look like?
Have Kellyn speak at the PegaWorld conference.
Personalised Billboard to Invite Kellyn to PegaWorld
Personalised Newspaper Ad to Invite Kellyn to PegaWorld
