The opportunity
Over the last decade, Seagate has invested significantly in data mobility and cloud services, which are trusted by leading global businesses. However, Seagate was struggling to market these data services to E&P companies. Its business development team reached out to HexaGroup for strategic support.
ABM campaign
During Phase I, we developed a value proposition and foundational sales materials for Seagate’s energy industry offering. Then, we applied the new value prop in an ABM campaign that targeted data leaders at major energy firms—think, Chevron, Shell, and Baker Hughes—via LinkedIn, email, Google PMAX ads and Google Retargeting ads. To support this outreach, we developed a messaging playbook with tailored LinkedIn and email scripts, an energy-focused HubSpot microsite and custom HubSpot landing pages per target company and persona. The targets were divided among three tiers to ensure the highest-value prospects received the most personalized approach.
Results
Within eight weeks, Seagate’s business development team had secured 10+ meetings across its Tier I and Tier II targets. Other key campaign metrics include 750+ weekly views of the campaign microsite, a 22% LinkedIn connection request acceptance and a 4% email open rate. These metrics speak to both the sales and brand awareness impact of Seagate’s ABM effort.
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