Elabor8

Giving agile leaders a fresh way to create change

What do you do when you’re a large organisation seeking strategic change, but locked in by old mindsets and ways of working? You call Elabor8. As a modern management consultancy, Elabor8 has worked with some of Australia’s largest and most iconic brands helping to transform the way they work and perform. And when they wanted to transform the way they handled lead generation, they called us.

Results

12 week campaign
150 targeted accounts reached
218 additional new leads from advertising
25% conversion to a sales meeting

Insight

Agile sounds good in theory. But in practice, and with more autonomous, self-managing teams, managers come up with a whole lot of concerns. A lack of visibility. A lack of control. And a lack of clarity without which they feel they need to step in and micromanage. But we knew that Elabor8 could explain how make it a success.

Idea: A framework for releasing control without increasing risk

Core to the campaign was a whitepaper which introduced a governance framework to help give agile teams real autonomy without losing control. We explored actions that could be taken across 4 key areas: standardization, transparency, leadership and performance data.

Content to nurture

To get the framework into the hands of those who needed it most, we recommended an account based marketing (ABM) approach. This gave their sales team a number of touchpoint opportunities over several weeks, supported by highly personalised emails and relevant content. And to help manage the budget we repurposed existing blogs which supported the message at both the intensive and nurture phases of the campaign.

Being agile makes it easy to pivot

When the pandemic hit and teams were forced to became remote overnight the lack of visibility and control was only heightened. We reinterpreted the whitepaper as a roadmap for maintaining visibility and alignment in remote working teams. But with leaders having less time than ever to themselves, we also developed a short podcast series which they could listen to during their daily walks.

What we did for Elabor8

Content strategy, Account based marketing, Digital advertising, Design, Podcast production

Results

Insight

Idea: A framework for releasing control without increasing risk

Content to nurture

Being agile makes it easy to pivot

What we did for Elabor8

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