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Kantar Profile braved limited resources and ensured sales-readiness

By Julia Becker | Reporter

June 21, 2023 | 5 min read

The campaign won in the B2B category at The Drum Awards for Marketing EMEA 2023.

Kantar, Evergreen campaign pillar

Kantar Profiles created four fully integrated evergreen campaign pillars with unique context, objectives and goals

Kantar Profile created an ‘Evergreen Campaign Pillar’ and successfully launched a custom lead nurture program.

The Brief

As a result of pandemic repercussions, Kantar Profiles had to work with a limited budget and team resources. Therefore, it needed to successfully market itself through primarily owned channels.

Kantar Profiles has a wide range of content that can be used to attract prospects and engage clients. What was needed was a potent way of launching new content and measuring the impact of different content types. At the same time, it had to be ensured that team objectives around demand generations were met.

The Idea

Kantar Profile started off by dividing its content into four pillars and identifying the industry context and objectives to support the team’s KPIs. It determined a consistent, cohesive visual style for each pillar. The objective was to make desired content more recognizable.

Subsequently, Kantar Profile introduced a custom lead nurture program. It created automated lead nurture workflows for each pillar. Over email, Kantar Profile sent the appropriate content to the right prospects, at the right time. This helped to ensure sales-readiness.

The Results

The results exceeded all expectations. The leads were twice as high as the goal and MQLs were three times as high as the goal. The subscriber count increased by 29% and the number of LinkedIn followers even increased by 45%. 1,020 users engaged with web content driven by employees resharing posts on LinkedIn.

With six press features in the past 12 months and a 9.3x return on the budget, Kantar Profile’s strategy paid off.

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This campaign won at The Drum Awards for Marketing EMEA 2023. Find out more about The Drum’s Global Awards program or head to our case studies hub to read more award-winning stories.

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