Cigna ABM campaign brings home B2B Elevation Award
Springbox's Cigna B2B Team takes the silver! The ask: Position Cigna as a thought leader for key target accounts to help them navigate a new remote workforce. Read on to see how we "bent the rules" to get them there.
Establishing a pilot lead-nurturing program in the middle of a global pandemic? No problem.
With 10 key accounts strategically identified, Cigna tasked Springbox to build a robust strategic blueprint to help them accelerate advancement of their digital marketing capability and appeal more personally to each of their target accounts. And with most of their target accounts having just had their workforces go remote due to the pandemic, the theme of the campaign pivoted to focus on solving healthcare issues for newly remote workforces.
In other words, we needed to not only get Cigna’s foot in the door, but ensure that they stood out and differentiated themselves as trusted thought leaders—especially in the midst of a global pandemic.
Our work began by leveraging our proprietary Digital Marketing Maturity Assessment across eight primary capability areas to evaluate Cigna’s starting point relative to best practices. From there, opportunities for enhancement were plotted against a three-year time horizon, after which, Cigna would be a best-in-class digital marketing engine.