Growth ABM Delivered $2M in Monthly Qualified Safety Apparel Sales

Growth executed a highly targeted account-based marketing (ABM) campaign for Mechanix Wear and Chicago Protective Apparel, clients in the safety equipment industry. The campaign leveraged advanced tools and strategies, focusing on specific personas within multiple industries to drive engagement and conversions. The strategy's effectiveness was evident in the impressive results and significant lessons learned about targeting, tracking, and communication.

Mechanix Wear and Chicago Protective Apparel are global leading providers of personal protective equipment (PPE) and safety solutions. They aimed to enhance their market penetration and streamline their sales processes through a targeted ABM strategy.

Objectives

• Generate Qualified Deals for Sales: Identify and target pre-qualified companies based on company size, industry, and location to create new sales opportunities.
• Resonating Call to Action: Develop and implement a call to action that effectively engages prospects and scales across campaigns.
• Comprehensive Reporting: Create detailed reports for leadership that show sales and outreach data segmented by industry and time, providing insights into campaign performance.

Strategy

1. Target Industries:

   • Semiconductors, Mining and Metals, Building Materials, Automotive, Aviation, Oil and Energy, Utilities, Construction, Machinery, Shipbuilding, Railroad Manufacture, Defense and Space/Military.

2. Personas:

   • Safety Managers: Engaged through a three-step action plan culminating in a free glove offer.
   • Safety Directors: Targeted with the goal of enrolling their company in the safety programs offered by Mechanix Wear and Chicago Protective Apparel.

3. Tools and Execution:

   • Apollo: Used to identify and target specific personas via email campaigns.
   • HubSpot: Created customized landing pages for each contact. Contacts converted from non-marketing to marketing contacts upon engagement.
   • RollWorks: Supplemented the campaign with targeted paid ads.
   • Salesforce Integration: Ensured seamless data transfer and lead tracking between HubSpot and the clients’ Salesforce systems.

4. Challenges and Solutions:

   • Industry-Specific Messaging: Collaborated with industry experts to tailor messaging accurately.
   • Email Deliverability: Managed and monitored email verification to minimize spam issues.
   • Lead Tracking: Provided best practices and custom reports to ensure Mechanix Wear and Chicago Protective Apparel's sales teams effectively managed leads.

Results

• Influenced nearly $5.5 million in open-influenced deals year-to-date.
• Directly reached almost 14,000 contacts, resulting in 75 direct form fills and at least 25 net new logo deals.
• Created custom reports combining data from Apollo, HubSpot, and RollWorks for C-level presentations.
• Significant wins with new clients, including Tesla, Volkswagen, and GE Aerospace.

Key Learnings

1. Effective Multi-Tool Integration: The seamless integration of Apollo, HubSpot, and Salesforce was crucial for tracking and managing leads.
2. Tailored Communication: Industry-specific and persona-focused content drove higher engagement.
3. Importance of Nurturing Leads: Continuous follow-up and nurturing are critical in ABM for long-term success.
4. Clear Client Communication: Establishing single points of contact ensured streamlined communication and efficient problem resolution.

"Executing an ABM campaign at this scale required precise targeting and continuous refinement. By leveraging Apollo and HubSpot, we tailored our approach to each industry and persona, resulting in significant engagement and new business opportunities for Mechanix Wear and Chicago Protective Apparel." - Jason Gless, Account Executive, Growth Operations Firm