to the World.
Working closely with Enterprise Ireland’s Marketing Team, we developed a campaign architecture that prioritises lead generation among niche sectoral buyers – and can scale to promote Irish exports across a wide range of sectors and markets.
The Irish Advantage brand was created to encapsulate the key pillars of Irish export leadership: People, Innovation and Trust. Following extensive sectoral research, a pilot website IrishAdvantage.com was developed to showcase sectoral capability and provide a way for buyers to contact market advisors.
The next step was to build a pipeline of high-quality content to engage buyers in sectors as diverse as Advanced Construction, Medtech and Fintech. Working with specialist publishers, Atomic Beta commissioned third-party content and developed the promotional and marketing automation strategy to generate, nurture and qualify leads globally.
As the campaign enters its demand generation phase, focusing on more sophisticated buyer profiling and journey mapping has enabled increasingly targeted communications and messaging. For example, as a result of advanced digital targeting, a global campaign focused on data centre decision makers exceeded its lead generation target and delivered high-value leads with maximum efficiency. The shared ambition of Enterprise Ireland and Atomic Beta is to develop a best-in-class platform for complex demand-generation campaigns in multiple sectors and markets worldwide.