Using Targeted Rich Content to Boost Key Account Engagement

February 23rd, 2017

How SevenC3’s I-CIO publication plays a key role in strengthening Fujitsu’s relationship with big-name customers, the global tech content platform produced by SevenC3 for Fujitsu, has been working with the Japanese tech company over the past year to support its efforts to engage with many of world’s largest companies and government agencies. As part of Fujitsu’s account-based marketing (ABM) programme, I-CIO has been tasked with creating packages of rich content that showcase key customers – while still maintaining the website’s light-touch connection with the brand designed to draw a global audience of IT decision-makers.

A great case in point is Deutsche Post DHL — one of Fujitsu’s most important accounts — whose CIO for Supply Chain, Markus Voss, is leading a radical digital transformation strategy.

Taking advantage of Voss’s appearance as a keynote speaker at Fujitsu’s annual conference in Munich in November, the I-CIO team set up a high-production video interview and photo shoot, creating a pop-up studio in a hotel meeting room near the conference centre. The three camera video shoot used a green-screen backdrop to allow the projection of compelling B-roll footage that brought to life Voss’s description of how the company is using AI, drones, IoT and robotics to revolutionise its logistics operations.

The series of four videos and articles will lead the website for a full month over February and March, with heavy promotion through the use of clips and photo-tweets on Twitter and LinkedIn. The highly positive feedback from DHL underscores just how much this opportunity is valued to project the company as an innovator in logistics while strengthening Fujitsu’s strategic partnership with this key client.

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