The campaign framework was segmented by objective, geography (AMER, EMEA Tier 1, EMEA Tier 2, EMEA Tier 3, etc.), channel, and targeting tactic, resulting in a total of 78 campaigns. Target account penetration remained a priority for Contentful, but account-based targeting is not natively supported by many channels, including programmatic display or even Facebook. To combat this, NP Digital leveraged Versium Reach to match back contacts from Contentful’s target accounts to persona groups based on job title and function. These audience lists were then uploaded into the ad platforms to enable ABM strategies across channels that would not otherwise support this type of targeting tactic.
The content strategy was informed by NP Digital’s content matrix, which mapped out the creative needs of each persona by channel, ad format, messaging theme, and CTA. To further ensure Contentful’s audience was met with creative and content that resonated with their personas’ needs, NP Digital deployed a unique retargeting strategy for each of Contentful’s key personas: Digital Leaders, Orchestrators, Strategists, Creators, and Developers. This process began with an analysis of the top performing landing pages relevant to each user segment, from which unique retargeting audiences were built.