"Tyto is everything we’ve been hoping for in an agency partner. The PRWithoutBorders approach has brought real clarity and consistency to how we communicate across Europe."
Karolin Köstler
Senior Marketing Manager EMEA at Foxit
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Highlights
- Clearer buying signals: 120 unique individuals engaged across target buying groups within priority accounts
- Stronger account engagement: 25%+ audience penetration across all campaign phases, generating 282k impressions, 126k video views and a 4.29% CTR
- Greater sales visibility: Clearer insight into account engagement, helping accelerate an 18-month average deal cycle
Challenge
Enate helps global service providers to orchestrate and automate work, bringing visibility and control to their operations.
Enate’s clients are under pressure to deliver flawless services at scale, but often rely on systems that are unfit for the job. Typically, operational infrastructure runs on a patchwork of spreadsheets, shared mailboxes and disjointed systems.
Enate’s solution wraps around its client’s existing systems to standardise and automate processes, enabling businesses to reduce manual work, improve service delivery and create the consistency needed to scale.
The ABM campaign arose from the business wanting to reach a new group of enterprise prospects where it previously had no existing relationships. Plenty of vendors were already selling these buyers on AI, but the service providers themselves were still wrestling with the basics. Their operations ran on manual processes, disconnected systems, and patchy visibility. Without getting the basics right with orchestration, even the best AI won’t deliver results.
The hook tapped into something that competitor vendors were skipping, the operational foundations that make AI deliver in the first place. So instead of selling a distant transformation, Enate started with the problems slowing these businesses down today.
Strategy
Our strategy was to integrate awareness-building activity with demand generation and sales activation, so Enate could reach new prospects at scale while also identifying where genuine engagement and buying signals were strongest.
We wanted the campaign to be rooted in real business challenges rather than product features alone. We used the first phase of the 4-month campaign to understand which industries and job roles were most likely to engage, and which messages were most likely to resonate.
We built the campaign around a clear idea: business as usual, made brilliant. This was based on the insight that many service providers appear to deliver smoothly for clients while, behind the scenes, work is often fragmented and difficult to manage. The campaign focused on exposing the chaos behind the calm facade service providers
present.
Rather than leading with transformation or AI alone, we positioned Enate as the platform that brings order, visibility and control to service delivery, helping businesses improve performance without major disruption, aligning closely with the operational and commercial priorities of senior decision-makers.
What the client said
"Tyto and HUT 3’s Awareness2Demand model enabled us to connect our PR, marketing and sales activity into a single, integrated programme. The campaign not only raised awareness across priority accounts but also provided clear engagement signals that allowed us to focus sales effort and build meaningful momentum."
Emma Thyer
VP of Marketing at Enate
Approach
Tyto worked in collaboration with Enate and demand generation partner HUT 3 to build the campaign from the ground up, combining audience research, messaging, PR, LinkedIn activity and sales enablement into a single, integrated programme.
We began by researching the target companies, roles and likely business challenges to build a clearer picture of the audience. This helped us understand the priorities, frustrations and motivations shaping decision-making, as well as the differences between sectors and job types.
We then ran a workshop with Enate’s marketing and sales teams to combine that external insight with what the business was seeing first-hand. This helped shape a clearer value proposition and identify the strongest themes to build the campaign around.
From there, we developed a messaging framework focused on hidden operational chaos, the challenge of scaling effectively, the importance of visibility, and the need to deliver excellent customer service in a tough market.
These messages were used across the full campaign. PR activity launched first, raising the profile of Enate’s Founder and CTO, Kit Cox, through message-led coverage. At the same time, LinkedIn activity rolled out in stages using video, e-book and webinar content, all supported by a campaign landing page.
We also created a sales toolkit so Enate’s sales team could use the same messaging and campaign content in their direct outreach, ensuring a stronger link between awareness activity and follow-up conversations.
Crucially, activity was designed to generate engagement signals at account and audience level, enabling sales to prioritise outreach to the net-new target accounts based on real interest rather than assumption.
Impact
Clearer visibility into buying intent
120 unique individuals engaged across target buying groups within the new priority accounts, giving Enate clear visibility into where interest was building.
Stronger engagement across priority accounts
Over 25% audience penetration achieved across all three campaign phases, generating 282,000 impressions, 126,000 video views and 1,451 ad clicks from ICP and target accounts, alongside a 4.29% CTR that outperformed industry benchmarks.
Greater trust and credibility with prospects
16 earned articles and consistent visibility of spokesperson Kit Cox across the campaign helped build familiarity and trust with prospects, making buyers more receptive to commercial conversations.
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