For over 40 years, our client Zebra Technologies has provided innovative products and solutions to businesses around the world, from scannable wristbands that allow hospitals to better track patient data to interactive self-service kiosks for retailers. With so many disparate audiences to reach, Zebra needed to make each customer segment feel well-served by demonstrating an understanding of their needs and a commitment to solving their problems.
When Zebra hired Movéo, it was clear that the focus of our work would be on transforming their “one-size-fits-all” approach into smart, tailored campaigns that could reach multiple market segments simultaneously.
Movéo developed a customized approach for Zebra’s vertical marketing program to streamline the brand’s different buying cycles, maximize the customer experience and drive revenue growth. This took the form of a three-pronged strategy that focused on:
Movéo considered the buyer’s journey for each Zebra vertical separately, taking a deeper look at the pain points and needs of buyers in each segment. We used these insights to develop new targeted content offerings, including white papers and webinars. Together, all of the content worked to drive Zebra’s reputation as a provider with a deep understanding of its audiences and their unique needs.
To reach prospects, Movéo promoted Zebra’s thought leadership through multi-touch campaigns that made use of tactics like email and and direct mail. This tailored approach resulted in potential buyers receiving the information most relevant to them at the point in their buying cycle when it was most likely to drive engagement. Over time, Movéo continued to optimize the campaign based on the data insights gathered along the way, maximizing Zebra’s return on investment.
The success of the Zebra campaign hinged on our ability to deliver information that was relevant, timely and appealing to prospects in each segment of Zebra’s audience. Before employing Movéo’s tailored, highly customized approach, Zebra was flooding customers across their various verticals with all of their content, only some of which would be applicable to them, or in some cases providing only vague information that could apply to all the segments. By creating tailored materials and a smart approach for distributing them, Movéo enabled Zebra to give prospects in each vertical the most relevant, actionable experience possible.
Instead of asking the audience to sift through marketing messages to find the content that addressed their needs, we cut through the clutter to deliver it to them directly. In September, we’ll be diving into this topic further, so check back next week to learn more.
In the meantime, learn more about how you can strengthen your marketing content with our white paper, The 5 New Laws of Content:
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