one-to-one marketing campaign

Case Study: Nuvolo’s One-to-One Marketing Campaign

In this Case Study post, I shall provide details on Nuvolo uses a One-to-one Marketing Campaign approach as part of its Account-based Marketing (ABM)

This is part 3 reviewing in detail how Nuvolo uses ABM. Part 1 is an overview of Nuvolo and how ABM fits into their strategy. Part 2 goes into the details of their ABM strategy.

But first, let’s understand the true meaning of one-to-one ABM

What Is One-to-One Marketing in ABM?

Also referred to as  Strategic ABM, one-to-one marketing or simply 1:1 ABM, or 1:1 campaign, is when you are targeting a few very large accounts (less than 50) that each could represent a very significant deal.

These are accounts where there at least 10 stakeholders involved and the sale cycles are long and complex.

In 1:1 ABM, you are trying to build relationships with as many stakeholders as you can across the account and marketing to them in a way that shows that you understand their needs, you are really hungry for their business, and that you have the best solution for their specific needs.

This requires analysis, customer insight, and skills in creating highly tailored experiences.

The 4-Steps Process – Nuvolo’s 1:1 Marketing Campaign

To understand the one-to-one marketing process, let’s explore the 4 steps that Nuvolo uses to increase its sales revenue

one-to-one marketing campaign

Step #1. Identifying & Selecting Key Accounts For One-to-one Marketing

At Nuvolo one-to-one marketing campaign starts with sales and marketing. In each quarter, they agree on which one of their best accounts to target for their campaign.

Typically they agree on 5 to 10 target accounts per quarter.

Then,  their Marketing team analyzes the individual accounts.

Step #2. Evaluating Engagement Through Terminus Platform

This involves monitoring and analyzing the engagement of each particular account on their website, and also intent data.

Using the Terminus Account-based platform they analyze the interests of each account. What relevant topics are searched for by these top accounts.

They also look at their own HubSpot data, to determine how each one of their selected accounts is engaging with them.

Step #3. Account-branded Pages

Based on their analysis, for each one of their target accounts, they then create an account-branded landing page for their one-to-one marketing campaign.

These are custom-branded like the image at the top of the post. More importantly, the marketing team custom curates content for each account based on the interest that each account has shown intent for.

This includes relevant blog posts and case studies, guides, and of course, highlighting the most relevant product offerings.

Step #4. Individual Prospecting for one-to-one marketing

The AEs then go out and prospect with the account-branded pages.

Having customized their websites through account-branded pages, they then go out to start getting individual targets within each account to engage with them.

The most important thing of all? People LOVE this. Prospects really appreciate the effort that Nuvolo goes into to tailor the experience for them.

Their one-to-one marketing campaign is fully customized and therefore speaks to their customers’ specific needs.

In my next post, I’ll share with you more insights on Nuvolo’s 1:Few Approach.

Adam Turinas

Hi, I am Adam Turinas, Healthlaunchpad's founder. I am passionate about helping healthtech firms succeed through better sales and marketing. I have hard-earned experience in healthcare technolgy as I started two healthcare businesses in the US, the first with zero healthcare experience. We sold the second business to a strategic buyer seven years later. Over 9 years building a healhtech businesses, I have learned how to sell and market effectively to healthcare organizations. Prior to this, I spent two decades in digital marketing across healthcare and other consumer industries where I sold over $100 million in products and services to corporations and healthcare orgs. I would love to talk with you. You can book a call with me on the right hand side. Best Adam

  • […] my next post will focus on Nuvolo’s One-to-One ABM Campaign. I was blown away by how they create custom-branded websites for each top […]

  • […] the next post, we go into their ABM Strategy in more […]

  • […] the past posts, I shared who Nuvolo is and why they use ABM. I also covered their ABM strategy, and how they use 1:1 ABM. In this post, I shall detail Nuvolo’s 1:Few Marketing Campaign […]

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