You’ll get through this case study in less than three minutes.
But if that’s too much then here’s the takeaway: an always-on, integrated approach; bold challenges to the status quo, and really listening to the market delivered a leap from 5% to 26% marketing contribution to pipeline and a solid platform from which to rebrand.
Here’s a conundrum. You’ve got a great proposition which you know can stand up to the best-known names in the market, but you don’t have their budgets or their brand awareness. How do you compete?
In the case of Genpact,
you reframe the game.
So far, so good. But consistent, long-term investments in data, demand generation and digital marketing were just the foundation.
2017 was about shifting perception, from traditional outsourcer to transformation partner. And this was where they came up against the next conundrum: how do you stand out on such an over-hyped topic as digital transformation?
Pipeline, positioning, action!
“In 2018 we continued to build on these foundations,” says David van Schaick. “The robust demand generation engine meant Genpact could deliver a complete rebrand and launch a new business unit and twelve new products. And continue to deliver a steady stream of qualified sales opportunities.”
“What’s more,” chips in Paul Baker, Executive Creative Director, “when Genpact restructured its offering around an AI based platform, the new brand positioning was the opportunity to show the value to its audience. We created a simple construct – ‘Genpact vs’ - that put Genpact’s name front and centre, positioning them as taking on businesses’ challenges on their behalf.
Think big, go deep
To support the new brand, Genpact launched its vision of the future of business: Instinctive Enterprise. This thought-leadership platform ran the full gamut, from a high-profile sponsorship of Envision Virgin Racing to 1-2-1 ABM.
“Instinctive Enterprise gives us the perfect platform to launch a global ABM programme,” reports David Perry. “It means we can give Genpact’s top customers a really compelling vision of the future.”
“That’s the Genpact story so far,” wraps up David van Schaick. “Brand to demand, built on a single-minded customer focus and a long-term approach. But this is a company that never gets complacent, so watch out for plenty more in the future.”
“The Genpact marketing team’s ethos is to challenge conventional thinking. Instinctive Enterprise is a compelling vision of the possible future for our clients. The platform we’ve built around our sponsorship of Envision Virgin Racing shows the level of ambition. The Marketing Practice share that mindset; they are a key partner for us.”
Global Integrated Marketing at Genpact