Working in tandem, we sought to select a series of channels, tactics and strategies that would allow us to speak to different levels of relationships.
This meant building out different content assets and experiences per account, with varying levels of personalization and customization, depending on the existing depth of the relationship.
For more top-of-the-funnel strategies, this was done in the way of programmatic advertising based on intent data, hubpages, LinkedIn advertising and other top-level brand awareness tactics.