First, an ABM Kickstarter Accelerator program was launched to engage the account, reframe, and present existing pharma-relevant AVEVA content aligned to the new VP.
This paved the way for a One-to-one ABM program to speak directly to eight identified DMUs at GSK.
Created in collaboration with strategicabm, the messaging addressed the targeted Executives as ‘Power Players’, through highly personalized digital assets, and a Call-to-Action to a personalized microsite. The campaign developed through awareness, influence, and commit phases, deploying multiple channels and tactics, e.g., social selling, paid media, events, and, ultimately, a face-to-face meeting with an AVEVA expert.