Customer Journey

Summary

TraceLink came to Overdrive for an ABM campaign to launch their new network-based incident tracking and process management solution, Agile Process Teams (APT), for pharma supply chains that built awareness and targeted very specific titles and intenders who have the ability to buy.

Customer Journey Mapping and Strategy
Account-Based Marketing
Media Planning and Management
Paid Search Management (SEM)
Paid Social Management
Email Nurture Development
Landing Page Development
Banner and Social Creative
Whitehat SEO (Search Engine Optimization)
Unified Dashboard & Analytics

ABM Customer Journey Mapping

Overdrive planned and wireframed TraceLink’s end-to-end customer journey from the first ad impression to the last email, and built all its required components in one shot.

End-to-End Media Management

Overdrive developed a comprehensive media plan that identified high-value site direct media properties and a programmatic approach. This ensured TraceLink’s presence around key content based on user intent.

Content Audit

Existing content was evaluated, renamed to entice audience members, and mapped to a customer journey that not only educated the audience with high-value content but led them down the sales funnel with a mix of content and contact offers.

Banners

Overdrive developed a series of banners around TraceLink’s content for Agile Process Teams and deployed them across high-value online properties.

Social Ads

Overdrive expanded TraceLink’s reach into prospects’ LinkedIn feed, raising brand awareness for TraceLink in the pharma supply chain space to their target accounts, market personas, and lookalike audiences.

Nurture Emails

A template was created and emails were designed to further nurture prospects and entice them into downloading the next asset in the journey.

Landing Page Development

A series of landing pages were created and developed for the assets in the journey. This allowed TraceLink to capture and nurture prospects along the journey with multiple touchpoints on the Thank You pages that led to the Demo landing page for Agile Process Teams.

Results

First three months of campaign yielded the below result.

+5.67M

Impressions

+85,335

Clicks

+2,498

Leads

2.87%

Conversion Rate