ABM Industries

Creating Hyper-Targeted Campaigns for a Facility Services Leader

Challenge

When the pandemic hit in early 2020, ABM – a leading provider of facility services, infrastructure solutions, parking management and electric vehicle (“EV”) charging solutions – knew that its services would be critical for its clients, which include airports, hospitals, schools, manufacturing facilities, office complexes and sports stadiums. Working with experts in infectious disease and industrial hygiene, ABM created EnhancedClean™, a comprehensive approach to cleaning and disinfection that went far beyond normal janitorial services. ABM turned to Material to help expand its marketing services in a B2B environment. Our goal was to design media campaigns that would target specific industries, increase qualified leads and generate revenue.

Approach

Developed an industry-centric advertising strategy with messaging tailored to the unique needs of priority business types, each of which was navigating their own pandemic-related challenges
Developed an integrated media, creative and CRM campaign targeted by industry and geography with tailored messages, calls-to-action and versioned display ads
Continually tested, researched and measured to achieve KPIs for awareness and marketing qualified leads
Leveraged Salesforce opportunity data to create new leads

Outcomes

Material’s Digital Analytics teams delivered real-time business intelligence reporting and connected digital ad data to ABM’s marketing automation platform and Salesforce. This enabled ABM to efficiently measure their ROI for qualified leads and sales opportunities. The results were impressive: ABM saw a 278% return on advertising spend (ROAS), a 500% marketing ROI, $300M sales & pending proposals, 184M TV/CTV impressions, 213M airport impressions and 265M+ print & digital impressions.

Beyond the numbers, we’re proud of our role in helping ABM expand its audience and increase the number of healthy spaces during the pandemic.