to the World.
Working closely with the Enterprise Ireland Marketing Team, we developed a campaign architecture that prioritises lead generation among niche sectoral buyers – and can scale to promote Irish exports in an extensive 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 digital means of contact with market advisors.
The next step was to build a pipeline of high-quality content that could attract buyer engagement in sectors as diverse as Advanced Construction, Medtech and Fintech. Working with specialist publishers, Atomic is commissioning the third party content and developing the promotional and marketing automation strategy to generate, nurture and qualify leads globally.
As the campaign enters its demand generation phase, a focus on more sophisticated buyer profiling and journey mapping has enabled ever more targeted communications and messaging. A global campaign focused on data centre decision makers exceeded its lead generation target and delivered high value leads with maximum efficiency using advanced digital targeting. The shared ambition of Enterprise Ireland and Atomic Enterprise is to develop a best in class platform for complex multi-sector/market demand-generation campaigns worldwide.