Selling Infrastructure Resiliency
The Challenge
BlackStarTech offers high-tech emergency preparedness products for businesses in critical industries. As this technology is highly complex and demands a significant physical and financial commitment, potential customers need to feel fully confident in what they’re buying, so they tend to perform a ton of research. We partnered with BlackStarTech to meet potential customers in their research journey and generate qualified leads through industry-specific solutions.
What we did
Our approach leverages our audience’s tendency to perform high levels of research, along with their elevated commitment to product education. We launched a multichannel campaign targeting the full funnel using ABM display and native advertising, paid social media campaigns, paid search and email marketing campaigns that targeted business decision makers in critical industries, including utilities, healthcare, government, telecommunications, nuclear, and emergency response.
