The challenge with the brand of Design Studio Manager by Constellation Software was to position the product in a way that allowed a stagnant industry to buy into a new concept around interior home design. The construction/ homebuilding industry operates with methodologies that are hard to change. Design Studio Manager is a software that allows residential home building companies to sell more interior customization to new homes before they are built. The product not only improves sales for the company, but the software also integrates into construction plans which also reflect in accounting tracked spend, to allow the interior upgrades to be built in for the homebuyer by the homeownership date. But how is it possible to influence conservative companies like homebuilders to buy into a new concept and new technology that means a major process shift?

The appropriate process here was to conceive an account-based marketing strategy that was persona specific for sales leaders within homebuilding organizations. This campaign strategy would influence, raise awareness, and push information requests to view and try the product. The process followed these steps.

1. The marketing channels and approach was then selected, channels such as targetted LinkedIn campaigns, dynamic emails, and direct mail were chosen.
2. The full buyer journey was built into each channel, top-of-funnel content about the trend of interior decor was promoted which was then followed-up by a bottom-of-funnel product-related marketing datasheet.
3. Nurture emails were drafted and LinkedIn campaigns drove awareness to our resource library and product page, the copywriting was created from scratch based on CRM intel available on this persona and from sales market research.
4. Existing sales leaders in the CRM were all added to the nurture stream on email and some were even re-engaged through LinkedIn remarketing tactics.
5. Once sales leaders from distinct accounts were tracked and recorded to have added a significant engagement in the persona-driven campaign, a Direct Mail gift with a call to action to view the solution was sent out by Marketing.
6. Sales then open the conversation and sales opportunity for this product up-sell.