How we helped Informa
generate 90% more leads

Informa is an FTSE 100 B2B giant that specialises in maritime intelligence. The category is dominated by several large players, all of whom look very similar and are competing for the attention of the same niche audience.

Our task was to launch Informa’s new product, Seasearcher, in four key markets – the UK, US, China and Japan – creating a campaign idea that would cut through the category as well as a suite of content that would help generate MQLs and, ultimately, sales.

We mapped each target’s audience persona and pain point and tailored messaging to each stage of their buying journey. From, we created a full customer journey map – from awareness to onboarding – ensuring we could target each audience with optimum communication as we helped navigate them through the sales funnel.

We developed a creative idea to bring the product to life and stand out against its competitors in a sea of sameness. We used a lighthouse as a metaphor to show how Seasearcher shines a light on maritime risk, even when you are in the office. We put our creative idea in all the key target audience’s business districts, making it locally relevant and relatable.

We created a suite of assets across the whole customer journey – from LinkedIn to Xing – in three languages (namely Chinese, English and Japanese). Finally, we created a toolkit, so that Informa could use the assets we created beyond our campaign.