Marketing today isn’t just about ideas—it’s about action. In an environment where agility, execution, and measurable outcomes drive success, we set out to champion the Doers—the hands-on marketers with their necks on the line, on the front lines, tasked with moving the needle by hook or by crook.
The opportunity emerged when BlueConic, a customer data platform (CDP), joined forces with Jebbit, a first-party data-capture and experience-creation platform. Together, we had the chance to create a truly innovative solution that would make life easier for the modern front-line marketer. Not just a CDP, not just data collection, but a customer data operating system (CDOS) that powers better data and better action.
All we needed was a unifying story that clearly connected what we offer to the people who use it. And so the Data for Doers concept was born.
Our objectives for the campaign were clear:
- Increase awareness, consideration, and decision at target accounts
- Effectively use the most attention generating mediums to cut through the noise and capture attention
- Approach audiences with more personal, organic voices from our leadership team
The focus on Doers wasn’t just a strategic choice—it was a rallying cry. Too often, traditional martech narratives cater solely to decision makers, overlooking the people in the trenches who actually drive change. We flipped the script, elevating the Doers while ensuring decision makers understood the impact. After all, empowering Doers isn’t just good marketing; it’s good business.
We built the campaign around three key pillars:
- Empowerment Through Data: We positioned BlueConic as the indispensable engine for collecting better data and putting it directly in the hands of those who act on it, enabling more relevant targeting, more resonant experiences, and greater returns.
- Actionable Education: We provided Doers with best practice playbooks, content, and case studies that demonstrated how they could implement strategies with measurable impact.
- Community and Advocacy: We amplified the voices of real hands-on Doers — building a community of advocates who could champion BlueConic as the platform for marketers.
How We Brought This to Life:
The campaign was built around a full-funnel marketing strategy, leveraging advanced segmentation, targeted messaging, and innovative ad formats to engage Doers at different stages of the buying journey. Our multi-pronged approach included:
- Multi-Format LinkedIn Advertising: Powered by 6sense audience insights, we launched a highly targeted LinkedIn campaign that spanned multiple ad formats—including banners, GIFs, videos, and Connected TV (CTV)—to engage Doers throughout the funnel:
- Top of Funnel (TOF): We deployed 6sense segments and LinkedIn CTV Direct Sponsored content campaigns that targeted named accounts to drive impressions and awareness.
- Middle of Funnel (MOF): Retargeting efforts using 6sense segments and LinkedIn In-Feed ads further engaged our TOF audiences.
- Bottom of Funnel (BOF): Thought Leader LinkedIn ads retargeted MOF audiences to deepen engagement and encourage website visits.
- Customer-Led Storytelling: Rather than simply promoting our platform, we let our customers do the talking. Our Doer Spotlight series highlighted the journeys and successes of marketers who were actively using BlueConic to drive real results—while giving decision-makers a window into the direct impact of their investments.
- Content Marketing: We developed a suite of tactical guides, deep-dive articles, and blog content specifically tailored to the needs of hands-on marketers. Each piece was designed to deliver actionable insights that could be applied immediately to their daily work.
- Organic Social: Our CEO led the charge by posting weekly Dosday videos on LinkedIn every Tuesday. These short, insightful videos spotlighted individual Doers, celebrating their successes in a way that resonated both with peers in the trenches and with decision-makers eager to see tangible proof of impact. Thought leadership posts from our CMO complemented this effort by reinforcing BlueConic’s position as the go-to Customer Data OS for hands-on marketers.
- A/B Testing: The Customer Data OS is what we sell. Doers are who we serve. Using always-on A/B testing, we set out to validate what resonates more: positioning around the system we offer or the people we empower.
To assess the campaign’s effectiveness, we benchmarked our performance against industry standards from TheB2BHouse. The results, based on a four-month period from July 1, 2024 to October 31, 2024, not only validated our strategic approach but also underscored the power of our creative execution:
- Website Visits Campaigns (CTR): Our campaign achieved a 0.43% average CTR, aligning closely with the 0.45% industry benchmark, demonstrating strong targeting and messaging that effectively drove traffic to our website.
- Image Engagement Campaigns (ER): Our 1.53% engagement rate outperformed the 0.5% benchmark by over 3x, proving that our visual storytelling resonated deeply with our audience.
- Video Engagement Campaigns (ER): With a 2.19% engagement rate, we exceeded the 1.5% benchmark by 46%, reinforcing that video content was a powerful medium for capturing attention and driving interaction. Notably, our CEO’s top post saw an impressive 10% engagement rate, further validating the power of thought leadership in amplifying reach and engagement.
- Doer Messaging: Ads focused on Doer-centric messaging had an average engagement rate 34.27% higher than product-focused messaging, indicating that targeting the Doers resonated strongly across both audiences—marketers in the trenches and decision-makers eager for tangible results.
While we are still tracking the direct impact on net new opportunities, these results demonstrate how we were able to effectively nurture accounts already in the pipeline and drive them deeper into the funnel. These outcomes highlight the campaign’s success in accelerating pipeline velocity and nurturing accounts toward the final decision stage.
