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The Client

DDI is a global leadership consulting firm that has been around for over 50 years. Founded in 1970 the company provides solutions that help organizations hire, promote, and develop exceptional leaders. DDI’s methodology is that leaders who rapidly develop new skills are in the best position to help their organizations win.

DDI is a global leadership consulting firm that has been around for over 50 years. Founded in 1970 the company provides solutions that help organizations hire, promote, and develop exceptional leaders. DDI’s methodology is that leaders who rapidly develop new skills are in the best position to help their organizations win.

The Client

The Challenge

DDI was looking to execute their first-ever account based strategy as a company in order to acquire key target accounts. These accounts previously had little to no engagement with DDI, but were showing high intent for leadership development programs and solutions. Our pilot account based campaign needed to take the accounts seamlessly from awareness all the way into the consideration stage of the buying journey.

The Strategy

For each key account, we targeted two personas—the decision maker and the buyer—through ads, emails, sales plays, and landing pages to drive sign-ups for a high-value offer (HVO): the 2022 Leadership Development Road Map. This included a self-assessment questionnaire to compare their organization to industry benchmarks and provide tailored recommendations. The completed road map served as a conversation starter for introducing DDI’s solutions, addressing pain points, and transitioning into a bottom-of-the-funnel sales acceleration play for deeper engagement.

For each key account, we targeted two personas—the decision maker and the buyer—through ads, emails, sales plays, and landing pages to drive sign-ups for a high-value offer (HVO): the 2022 Leadership Development Road Map. This included a self-assessment questionnaire to compare their organization to industry benchmarks and provide tailored recommendations. The completed road map served as a conversation starter for introducing DDI’s solutions, addressing pain points, and transitioning into a bottom-of-the-funnel sales acceleration play for deeper engagement.

The Strategy

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The Creative

One of our key objectives was to help overcome the existing DDI brand perception among our targeted accounts and personas. DDI shared with us that a large portion of its key buyers believed that their leadership development practices and methodology were outdated. The creative for this campaign would become pivotal in reaching and engaging the target accounts and effectively overcoming this negative brand perception by positioning DDI as a leader with modern leadership development practices and methodology.

We utilized bold and humorous creative in the campaign to poke fun at the existing negative brand perception and position DDI in a positive light.

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The Results

To date, several opportunities were created from the 44 DDI accounts, delivering three high-value offer registrations. In addition we’re well on our way to our goal for targeting reached accounts. In fact, we’ve reached 52% of the target account list. Another great result? Ultimately, 23% of the accounts have at least one contact who has engaged with DDI at a key touch point.

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When you can elicit an emotional response from a user, your message becomes memorable and impactful, clearing the way for the rest of your marketing to be successful.

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When you can elicit an emotional response from a user, your message becomes memorable and impactful, clearing the way for the rest of your marketing to be successful.

When you can elicit an emotional response from a user, your message becomes memorable and impactful, clearing the way for the rest of your marketing to be successful.

When you can elicit an emotional response from a user, your message becomes memorable and impactful, clearing the way for the rest of your marketing to be successful.

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Client: DDI
My Role: Writer, Concepts

Art Director: Leslie G.
ACD: Pete F.

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