Selected works
Using LinkedIn ABM and tailored resource packs to help secure a PepsiCo partnership
I ran a multi-channel account-based marketing campaign aimed at Subway and PepsiCo decision-makers, combining tailored resource packs, outreach, and account-level advertising. The work supported a partnership that expanded The Catering Institute’s exposure through PepsiCo channels and events.
Account-based marketing
Helped establish
a partnership
with PepsiCo.
Influence from both directions
Context
During my time at Monkey Group, The Catering Institute wanted to build a strategic relationship with Subway. Reaching a small group of relevant decision-makers required a very different approach: it wasn’t top down. We needed to communicate the value of our products to restaurant operators and communicate the value of The Catering Institute from both directions.
My role
I designed and executed the ABM campaign and developed relationships with senior stakeholders at Subway and PepsiCo.
Actions taken
- Identified Subway and PepsiCo stakeholders with decision-making leverage.
- Identified Subway operators who would make use of The Catering Institute resources.
- Built role-specific resource packs for decision-makers and operators.
- Included industry white papers and material tailored to each person’s priorities.
- Coordinated an account-based campaign.
- Combined direct outreach with account-level advertising so the same strategic story reached stakeholders and operators through several touch points.
- Developed relationships with senior decision-makers across both organizations as the campaign progressed.
Results
- We were able to influence the partnership from both directions.
- Subway and PepsiCo decision makers reported hearing from operators about the value of the resources, suggesting that we were successful in influencing from the bottom up in addition to top down.
- The mix of staying top of mind and sending person-specific resources played a key role in establishing a partnership between The Catering Institute and PepsiCo.
- The partnership led to exposure through PepsiCo marketing materials, in-person events, website pages, and related channels.
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