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Ad Council
The Ad Council, known for iconic public service campaigns like Smokey Bear and Love Has No Labels, needed to improve audience acquisition and build a robust system for measuring campaign success.
The organization turned to MOD+Co. to enhance its marketing technology and sales strategy in a rapidly evolving digital landscape.
The engagement was structured in two phases to ensure a scalable and sustainable transformation.
Capabilities
Go To Market
Lead Lifecycle Optimization
Lead Generation
Technology
MarTech Strategy
MarTech Audit
MarTech Activation
01
From Outbound to Inbound
The collaboration began with a critical shift in the Ad Council’s sales approach: moving from traditional outbound marketing to a content-driven, inbound strategy.
02
Assessing Demand Generation and MarTech
MOD+Co. conducted thorough demand generation and MarTech assessments.
03
Modernizing the Data Architecture
MOD+Co. modernized the Ad Council’s data architecture to enhance audience segmentation.
This laid the groundwork for the second phase and for measurement going forward.
04
One Salesforce Instance
MOD+Co. unified the Ad Council’s CRM systems into a single, cohesive Salesforce instance.
Event management, media planning, and contact management tools were integrated into it, so every team works from one record.
The Results
MOD+Co.’s strategic updates aligned the Ad Council’s people, processes, and technology, ensuring ongoing organizational growth and impact.
Leads increased more than 500 percent.
The organization has a MarTech roadmap to follow and an opportunity process that supports it.
Comprehensive MarTech roadmap
Opportunity process enhanced
Lead increase
Multiple CRMs unified in one Salesforce instance
Outbound to inbound, content-driven
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