AB Tasty

While AB Tasty is a dominant force in e-commerce, they identified the travel vertical (specifically airlines, hotel groups, booking platforms, and transportation services) as a primary strategic priority for their next phase of growth. The complexity of this landscape presented a significant hurdle, as approximately 60–70% of target accounts were already using established competitor tools. To secure high-value contracts exceeding £120,000, AB Tasty needed to displace these incumbents by highlighting their superior technical capabilities. Specifically, they needed to communicate the power of their EmotionsAI segmentation and their low-code implementation, which allows teams to launch experiments with significantly faster turnaround times than the market standard. With buying committees often exceeding 40 stakeholders, the campaign had to resonate with everyone from technical CTOs to conversion-focused marketing leads.

We developed a high-impact ABM strategy that balanced deep-dive research with rapid content and technical execution, allowing us to hit a challenging deadline without compromising on quality. To ensure the campaign resonated with 32 target accounts across France, the UK, and the USA, we followed a rigorous five-week roadmap:

• Research and strategy (Weeks 1-2): The first week was dedicated to intensive research into account-specific pain points. In the second week, we finalised the campaign strategy while simultaneously onboarding onto the staging environment to test CMS modules and technical configurations.

• Copywriting and prototyping (Week 3): We progressed into full copywriting and landing page preparation, beginning with the UK accounts. We provided an initial template with bespoke copy and imagery to ensure alignment before scaling the production.

• Finalisation and localisation (Weeks 4-5): Over the final two weeks, we produced and finalised 32 personalised landing pages, including in-house French translations. In parallel, we prepared all ad creative, PPC copy, and the three-stage Pardot email nurture templates.

A particular point of pride for the team was the sophistication of the Pardot delivery. We utilised Pardot Engagement Studio to build a comprehensive four-month nurture programme across three regions. By implementing dynamic content, we were able to deliver highly personalised messaging in both English and French, ensuring that stakeholders across different territories received relevant, localized insights throughout their entire buyer journey.

By following this accelerated phased approach, Brew Digital successfully moved from initial research to a full international launch in just five weeks. The campaign has already generated strong engagement from the target accounts, providing the AB Tasty sales team with the visibility and "reassurance pieces" needed to progress high-level conversations. Despite the ambitious schedule and the requirement for simultaneous creative and technical builds, we delivered a cohesive digital ecosystem that has equipped AB Tasty to expand into the travel sector with confidence.

"We created a very sophisticated ABM campaign with Brew Digital, built on deep market knowledge and a carefully crafted mix of personalised messaging, targeted paid ads designed to draw key accounts in, and long-term nurture programmes across multiple languages. The team at Brew are creative, responsive, and true experts in digital marketing, bringing the level of attention and rigour that a high-stakes, complex campaign demands."
- John Hughes Vice President of Marketing