As the world’s leading visual analytics platform, Tableau helps organisations understand, and use, their data better. So, when Tableau approached Atomic looking for help with an EMEA wide go-to-market campaign spanning four verticals – Manufacturing, Retail, Finserv and Telecoms – our first step was to examine how much data Tableau had on their own customers.
A full audit of over 270 separate assets, from analyst reports to customer webinars allowed us to understand where the gaps in that knowledge lay. Next step? Fill those gaps. With in depth interviews and extensive desk research. All of which allowed us to develop a detailed go-to-market framework, which mapped key personas in the focus industries against value propositions, messaging and content.
This structured insight allowed us to move into developing four completely customer-centric industry campaigns; each one comprising an e-book, custom landing pages, a social and digital display campaign and a sales toolkit. The approach is becoming a template for Tableau to rapidly implement campaigns that treat buyers as partners, not just targets.