Speaking directly to a hyper-specific audience

When your product has a total addressable market of about 40 businesses, your content should speak directly to your audience’s needs — no excuses. Unisys, an established technology solutions company, has trusted partnerships with U.K. building societies and wanted to let their long-time clients know of a new solution that simplifies mortgages.

As the content marketer on this launch, I created a lead-generation campaign that included:

• Thought leadership
• Social media ads
• Email nurture flow
• Short-form video
• Client success story (AKA a case study)
• Marketing-assisted sales outreach
  

The campaign’s ideal customer profile (ICP) was executives at building societies and financial services consultants. As of March 2023, there were 43 building societies within the U.K., so the content in this campaign was hyper-personalized to speak to their challenges, especially ensuring compliance.

Results: This campaign assisted the sales team in booking multiple meetings and creating proposal opportunities.