Point To Point’s ABM Strategy Results in Boosted Brand Awareness and Powerful Messaging
Understanding a niche audience to overcome legacy brand perceptions and drive business intelligence
HomeSphere is a technology platform that connects building product manufacturers with the long tail of the home builder market: custom and regional home builders.
Historically seen as a rebate program, the HomeSphere platform launched a new HomeSphere-IQ product, a queryable database for building product manufacturers. This means building product manufacturers can now access unique data for their customers, distributors and competitors — proving they’re better than just a rebate program partner.
The Challenge: Pinpoint and Attract a Specialized Audience
Because of its standing as an established brand in the industry, there was a long-held view of what HomeSphere offered: rebates.
But this new IQ product was so much more than a money saver. HomeSphere was a way to leverage data that showed building product manufacturers who were buying their products all the way through the channel — from the distributor to the contractor.
HomeSphere knew they needed to overcome its legacy brand perceptions and drive leads for their new product, focusing on a small niche segment that’s often hard to identify. Building product material buyers are made up of VP of Sales, VP of Marketing, CFO/VP of Finance, and those at the manager level or above in sales, marketing or finance.
They brought in Point To Point to help find that audience, speak to them in a compelling way, and turn their thinking around in order to adopt the platform.
The Solution: A Targeted, Account-Based Marketing Approach
HomeSphere’s ultimate goal was to drive four to five qualified leads per quarter to gain 16 to 20 new customers per year. Because of this, we chose to go with a programmatic ABM approach to allow for custom targeting.
We used extensive quantitative research focused on current, lapsed and potential building product manufacturers to understand why they were or weren’t working with HomeSphere.
The most common reason was because of perceived costs. The rebate portion of the program was viewed as too expensive for too little value in return. Once we knew that the perceived cost was the hurdle, we set out to demonstrate the impact of the HomeSphere platform — with data.
The campaign strategy included a full-funnel media campaign to generate awareness of the HomeSphere brand with the target audience while also driving leads. Multiple versions of creative were tested to learn which messaging and visual approach best aligned with the target audience.
Results: Raised Brand Awareness and Effective Target Messaging
HomeSphere came away with a solid, more improved understanding of their brand, which was demonstrated by paid media impressions and high click-through ad engagement numbers and leads. Creative testing provided intelligence to inform harder hitting messages for HomeSphere’s future campaigns.