GWI

Le Défi

GWI needed to reach senior marketing and insights professionals at enterprise brands—a highly targeted and competitive audience. Traditional demand generation approaches weren't delivering the quality leads their sales team needed.

Notre Solution

We developed a precision ABM strategy combining deep account research, personalized content, and multi-channel execution across LinkedIn and programmatic display. Every campaign element was tailored to specific account segments and buyer personas.

"The personalized approach MyDigipal brought to our campaigns made all the difference. We're now having conversations with accounts we never thought we could reach."

H

Head of Demand Generation

GWI

The Challenge

GWI provides audience research data to some of the world’s largest brands and agencies. Their ideal customers are senior marketing professionals and insights leaders at enterprise organizations—a sophisticated audience that has seen every marketing tactic in the book.

Generic demand generation wasn’t working. They needed campaigns that would cut through the noise and demonstrate real understanding of their prospects’ challenges.

Our Approach

Deep Account Research

Before launching any campaigns, we invested heavily in understanding GWI’s target accounts:

Mapping organizational structures and key decision-makers
Understanding each account’s current data and insights stack
Identifying specific use cases where GWI could add value

Persona-Based Messaging

We developed distinct messaging tracks for different buyer personas:

CMOs & Marketing Leaders: Focused on strategic advantage and competitive intelligence
Insights & Research Managers: Emphasized data quality and methodology
Media & Planning Teams: Highlighted audience understanding and targeting capabilities

Multi-Touch Execution

Our campaign architecture included:

LinkedIn Sponsored Content: Thought leadership reaching key personas
LinkedIn InMail: Personalized outreach at scale
Programmatic Display: Awareness and retargeting across the web
Content Syndication: Targeted distribution of high-value content

The Results

The tailored approach delivered significant improvements:

85% increase in engagement rates compared to previous generic campaigns
2.5x pipeline influenced by ABM-touched accounts
40% improvement in MQL to SQL conversion due to better lead quality

What Made It Work

Success came from the combination of thorough research, genuine personalization, and persistent multi-channel engagement. When prospects saw messaging that clearly understood their specific challenges, engagement followed naturally.

The key was treating ABM as a true marketing-sales partnership—using marketing to warm accounts and create opportunities, while arming sales with the insights they needed to have meaningful conversations.