CASE STUDY — PROFESSIONAL SERVICES
£18M
£7M to £18M of attributed revenue in three years
£7M to £18M of attributed revenue in three years
A global marketing network could not show what its own marketing was worth. Brand, field, product and partner marketing were integrated under one measurement model, then a first brand campaign, a first television advertisement and an AI nurturing agent were put behind it.
- Industry
- Professional services
- Business size
- Enterprise
- Marketing type
- Brand · Product · Partner
- Capability
- Strategy & positioning · Customer experience · Data & analytics · Technology · CRM · Media · Events · PR · Social · ABX/ABM · AI · Lead/demand gen
Challenge
A global agency network with a fragmented brand and no accountability across its own marketing and communications. Limited budget, enterprise and OTT technology, and the agency support model it sold to everyone else. The task was to show that marketing and communications produced something tangible.
Solution
The brief was to do for ourselves what we did for clients. I ran it across the UK and Ireland first and then EMEA, including the account-based work: raise awareness of the brand, improve where it stood, and turn that into growth for the services.
It ran as several workstreams at once. The network's first brand awareness campaign. Field, product and partner marketing integrated with brand and communications rather than running beside them. The technology stack chosen, implemented and managed. Measurement and reporting built in rather than added afterwards.
Then the firsts: the first television advert, augmented reality experiences, an AI nurturing agent, and an AI agent doing sales development.
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