Irish Exports
to the World.

Delivering on Ireland’s Global Ambition

As the state agency responsible for export promotion, Enterprise Ireland is on the front line of the Irish Government’s response to Brexit. A key objective is greater diversification into markets beyond the UK – and the agency is working towards ambitious export growth targets across key sectors and markets.

To achieve these goals, Enterprise Ireland required an export brand and sophisticated digital campaign infrastructure to target B2B customers globally. This infrastructure would become the ‘digital boots on the ground’ to support market advisors located in over 30 international offices.

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 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.

If you are trying to generate demand for a complex B2B product or service, get in touch with us today to discuss how we can help.

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