Case Study

Boeing Global Services

Jeppesen Aviator Campaign

Launching a new solution to bring efficiency to the flight deck

Services

  • Account-Based Marketing
  • Demand Generation
  • Lead Generation
  • Creative Development
  • Sales Enablement
  • Media Planning
  • Analytics Consulting
The Challenge

For airlines, embracing new technology represents both a big opportunity and an enormous undertaking. One such technology is electronic flight bag (EFB) applications, which help flight crews manage information and perform flight management tasks more efficiently and with less paper. Upon release of the new version of its EFB solution—Aviator—Jeppesen, a Boeing company, sought to increase pipeline velocity and drive sales to existing customers in the commercial aviation (CA) market.

Given the potential value at stake, 90octane recommended a hybrid Account-Based Marketing/ Market-Focus program. For high-value accounts, in-depth research would drive 1:1 targeting and messaging. For all others, we created a content framework intended to:


Create Demand

Grow awareness for Aviator amongst a broad account pool to identify interested prospects.


Nurture and Qualify Leads

Respond to the initial needs and questions of prospects to nurture relationships.

Support Sales

Provide experiences that keep Aviator top-of-mind and tools for sales to close deals.


Promote Advocacy

Support a cycle of continued advocacy to turn customers into ambassadors.

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To spread the word, we developed a complex media plan targeting EFB stakeholders. This included mapping out how to synchronize interactions and channel activity to best engage and nurture prospects before handing them off to sales as marketing-qualified leads (MQLs).

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The Results: 2X Goal

Blending made-to-measure sensibility with scalable utility, the campaign’s hyper-targeted approach paid off in spades. In delivering double the goal for pipeline accounts, we also provided a template for future Jeppesen programs.

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