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ABM strategy to drive conversions with Drupal, for Comcast

Elevated Third partnered with Comcast Technology Solutions to implement an ABM strategy aimed at improving customer engagement. The project focused on delivering a tailored digital experience to current customers by promoting a new product through industry-specific messaging.

Describe the project (goals, requirements and outcome)
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Goals

  • Enhance customer engagement through personalized, targeted content.

  • Promote a new product by tailoring messaging to different industry segments.

  • Increase user interaction and time spent on the website.

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Requirements

  • Integration of marketing technology solutions into a unified digital experience.

  • Dynamic content personalization to cater to different customer segments.

  • A scalable platform that supports future personalization initiatives.

Making messaging feel personal—and finding more potential customers

Starting at the top of the funnel, we worked with the Comcast team to identify Target Account Lists (TALs) in Demandbase, serving users ads within the network via intent signals. With this approach, Comcast could reach users early in their journeys, sharing content relevant to their interests and engaging them in the sales cycle before a competitor.

Look-alike accounts broadened the pool of potential customers, enabling Comcast to reach more prospects with advertising that increased the likelihood of conversion.

Savvy lead tracking and real-time personalization to understand and improve the customer journey

Once a user clicks an ad, they land on the Comcast Technology Solutions Drupal site and are immediately met with a personalized message. Using Drupal’s Smart Content module, we enabled real-time personalization by integrating directly with Demandbase’s API and coordinating campaign messages to targeted users.

With remote work as the new norm, IP detection was no longer a reliable tool to understand and capture new users. Instead of losing out on valuable data, we employed UTM string capture as an additional identification method and extended this approach to traditional ad and email tracking URLs.

We also appended anonymous browsing data to Drupal/Pardot form submissions, passing along qualified leads to facilitate more connections and grow the Comcast pipeline.

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Outcome

This collaborative, ABM-focused effort resulted in an increase of 30% average time spent on the site. With an added layer of targeting resulting in increased engagement, Comcast’s long sales cycle was future-proofed to provide more opportunities, setting up points for further personalization.

30% increase in time spent on site

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Why Drupal was chosen

 Comcast Technology Solutions needed a robust and flexible content management system (CMS) that could support personalized, dynamic digital experiences for their Account-Based Marketing (ABM) strategy. Drupal was chosen due to its ability to integrate with marketing technology solutions, handle complex user interactions, and provide scalable personalization opportunities.

Technical Specifications

Drupal version: