A flexible demand-gen framework for international markets
Process
International market research
Campaign planning
Messaging framework creation
Multi-channel campaign execution
Marketing automation implementation
Regional rollout enablement
The Challenge
DNV Business Assurance provides globally recognised certification services, but its DEI certification lacked presence in key markets. While demand for DEI certification was high in mature markets, many regions were still developing awareness. This made a one-size-fits-all campaign unviable.
The challenge was to create an international demand-gen strategy that could be executed regionally. We needed to generate leads efficiently while ensuring regional teams could adapt messaging to suit varying levels of DEI maturity.
The Response
We developed a scalable demand-gen framework designed for international markets, underpinned by market research that gauged DEI awareness across key regions.
A global-to-local content strategy ensured messaging was adaptable for different regions, while a multi-channel approach combined paid, organic and automated campaigns.
Eloqua automation streamlined lead nurturing for regional teams, boosting engagement by 66.7%, and generating a £1.5 million sales pipeline.