Irish Exports
to the World.

Delivering on Ireland’s Global Ambition

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

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

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 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.

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

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