Pindrop - Account Based Marketing

Laser focused high value lead generation

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Pindrop are the global leading call centre antifraud technology. Pindrop invented ‘Phone Printing’, an innovative anti-fraud technology which enables large call centres to monitor over a thousand-indicative ‘user specific call signatures’ to help prevent phone fraud. Having had significant success in the US they needed to establish market presence in  EMEA.

They understood their technology was perfect for large banks, financial institutions and utilities companies. Pindrop approached us to help drive brand awareness and encourage meetings with anti-fraud professionals and heads of call centres.

Solution

Account Based Marketing (ABM) is more than just a buzz word, its critical when influencing highly complicated sales cycles within a B2B and tech purchasing funnel. As a result, we worked closely with Pindrop to develop first hand research which we then used to co-author a whitepaper alongside contact centre expert Martin Hill-Wilson. This research found that £0.51 is lost to fraud on every UK call which further enabled us to form a highly targeted, insight lead campaign to Heads of Fraud within banks and organisations such as Lloyds Group, Santander, RBS, BNP Paribas, Metrobank, British Gas, EDF Suez and many others across EMEA.

Following the creation of the whitepaper, titled “Protecting Customer Experience While Controlling Contact Centre Fraud”, we developed a content strategy in partnership with Pindrop and their PR agency. This content included a series of case study videos, blogs, animations and infographics which in turn fed a funnel of targeted digital advertising and social outreach.

We used LinkedIn, key banking and financial trade press and programmatic advertising to drive initial reach. Once users reached the site we then used Google Remarketing to pull banking and utilities key decision makers back into the funnel, encouraging them to sign up for webinars and schedule initial face-to- face meetings with Pindrop.

The campaign was further indemnified by the use of marketing automation and email engagement to help deliver relevant content to key stakeholder’s dependent on the stage of their journey through the lead funnel.

The full whitepaper can be found here.

Results

+
massively high value leads generated
key account wins
m
pounds in revenue generated

the tree quickly came to terms with the nuances of our business and as such were able to create content that spoke to our audience on many levels. Their sophisticated targeting techniques and overall methodology resulted in a significant return on our investment, and their transparency and professionalism meant things ran smoothly every step of the way.

Greame Rowe, EMEA Marketing Director

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