FlySafair 1:1 ABM Campaign
01 — The challenge
FlySafair was already a warm prospect, but the conversation had stalled.
Traditional email follow-ups were no longer creating movement, so the campaign needed a more intentional way to regain attention, reach the right stakeholders and give them a simple reason to re-enter the conversation.
The goal was not to generate a more leads. It was to create one meaningful interaction with the right people and guide that interaction towards a defined commercial next step.
02 — The approach
I built a high-touch, one-to-one campaign around a complimentary Data Foundation Strategy Workshop.
The experience connected a hand-delivered creative invitation with a QR booking journey, personalised email communication, direct LinkedIn outreach, calendar management and CRM tracking.
Each channel had a specific role. The physical invitation created cut-through. The digital journey made it easy to respond. The follow-up sequence ensured that confirmed, unresponsive and delegated stakeholders each received the right next message.
The campaign was structured across three stages:
Before the workshop:
Capture attention, secure the booking and confirm the right stakeholders.
During the workshop:
Surface priorities, validate pain points and agree on the next action while everyone was still in the room.
After the workshop
Send a clear recap, assign ownership and prevent the opportunity from losing momentum.
This project brought together campaign strategy, storytelling, experience design and sales enablement within one focused account journey.
It reflects how I approach marketing more broadly: start with the business outcome, understand what is preventing movement, and then build the most intentional route forward.
1:1
ABM Campaign
6
Connected touchpoints
90 min
Strategy workshop