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.
Heading into 2020, the Cigna B2B Lead Nurturing team had three goals in mind:
- accelerate advancement of their digital marketing capabilities
- directly impact the business
- establish a better partnership with the field sales teams
Now, to many, Cigna is well known as a big-time player in the health insurance industry. As a world-class leader, they strive to improve the health, well-being, and peace of mind of their customers.
But from a B2B perspective, Cigna had yet to fully invest in integrated, ongoing communications to specifically target and engage their key accounts and contacts. So, they brought us onboard to do something about it.
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.
"It’s difficult to drive change in such a large organization, but everyone embraced the opportunity. We’re glad for the impact our planning had on their business and demand generation function overall."
—Angie Gette, VP of Strategy & Insights
In parallel, we were able to construct two integrated ABM engagement programs that Cigna’s Lead Nurture team could deploy to start demonstrating value immediately.
Finally came the development of the content that would support the one-to-one engagement program, including highly personalized and customized touchpoints: email, landing pages, ebooks, video scripts and endcaps, and social, banner and native ads. Cigna asked us to extend their brand guidelines to give this pilot program a visual design that was clearly Cigna but also unique to the ABM outreach.
This pilot activation was a major success for Cigna. Of the 10 accounts that assets were created for, 100% of them engaged with the team—through both email and social ads. Cigna was also able to capture key learnings and opportunities for future improvement and creation, thanks to the program’s templatized design system.
Another key area of success was internally within Cigna. This program enabled them to bridge the gap between cross-functional teams—allowing them to execute on an ongoing basis, including Content, Media, and Marketing Analytics teams.
Our work for Cigna landed Springbox a silver B2B Marketing Elevation Award for Best Use of Account-Based Marketing.