Violet Defense
Project Brief
Violet Defense’s UV disinfection lighting systems have a number of compelling use cases for highly specific audiences. VD brought Top Fox in as a strategic partner to create and run an account based marketing (ABM) campaign to some of their high value targets, K-12 schools, and medical facilities, with the goal of capturing qualified leads that could be handed off to their internal sales team.
Objectives & Strategy
Phase 1:
Pilot an ABM campaign targeting school leadership and nurses to generate awareness for Violet Defense UV disinfection products, capture leads, and learn what works and what doesn’t.
Phase 2:
Apply learnings from the pilot ABM campaign to a second audience—medical facilities—and roll-out an additional campaign to capture leads for this new audience.
Supporting Strategies
Phase 1:
– Custom lists built utilizing Linkedin’s Sales Navigator tool
– LinkedIn InMail drip campaign targeting custom list
– LinkedIn Ad campaign targeting the same demographics
– Google Performance Max Ad campaign
– Traditional email drip campaign to purchased list
– Supporting asset creation, including a cstom landing page, content for InMail & email, custom ad and video creative, and ongoing monitoring and optimization
Phase 2:
– Rinse and repeat the activities from Phase 1 that proved effective for the new audience
The Results
– 916,767 Google Ads impressions
– 18,025 landing page views from Google Ads
– 204,700 LinkedIn Ad impressions
– 901 landing page visits from LinkedIn
– 23% average email open rate
– 70% average read rate of opened emails
– 20 conversions
– 3,574 LinkedIn profile visits across 4 Sales Reps
Want to see what services drive results like this?
“I wanted to say how much I appreciate working with you. Your strategic ability, creative talent, and execution are top class, and you are so easy to work with.”
Elaine Gibbons, CSO
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