Targeted editorial experiences for Alation
Data for one. Data for all. A creative marketing campaign that celebrates Alation's abilities to empower employees through democratized data and helped Alation combine DemandGen and 1:1 ABM to drive both pipe and closed deals.
Agency: This Machine
Design & Art Direction: Kaitlyn Castellow
Copywriting: Matt Sullivan
Silver 2022 B2B Marketing Elevation Awards: Best Use of Account-Based Marketing
Bronze 2022 B2B Marketing Elevation Awards: Best Use of Content Marketing

$5M in closed/won revenue
124 total ABM-influenced opportunities
73.5% generated uplift in SQLs when compared to the same time period in the previous year
$16.5M total opportunity amount

Alation is largely credited with creating the data catalog product category thanks to its set of solutions that connect workers with questions to colleagues with answers.  But despite blazing the trail with its data catalog, Alation wanted to get invited to the conversation more often. They sought to not only achieve this but to “bring the swagger” and highlight its capabilities and successes in its marketing.
Campaign objectives:
- Drive awareness
- Improve conversion rates
- Increase sales accepted qualified leads
"Data for One. Data for All" is the data-driven, responsive ABM campaign we created for Alation spanning 2,000 target accounts and five vertical sectors.
This concept is bright, light, and focused on highlighting various roles and how Alation can empower them to do more. Because democratized data can drive business impact and revenue growth (and maybe even achieve a world-changing breakthrough.)

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