You’ll get through this case study in less than three minutes.
But if that’s too much then here’s the takeaway: micro-insight, data analytics, creativity and the personal touch delivered £39m in closed deals and £260m in pipeline (and counting).
Signed deals measuring in the millions of pounds. Shifting brand perceptions. Buy-in from the board down. No wonder O2 Business saw its ABM programme named the Most Commercially Successful*.
So what was its secret…
and how could it do more?
*B2B Awards, 2017
And talking to them in a personalised way
Those sessions also produced specific messaging for each account and the tactics to approach them.
That led to a decision to divide the campaign into three strands: by vertical, by key accounts within those sub-sectors and by strategic accounts.
Everything was driven by a small, dedicated team drawn from across all of our disciplines.
“That small team was key really, as we just lived the programme day in, day out,” continues Oli. “We wanted to supercharge it to target more accounts and deliver more deals, but didn’t want to lose the golden nuggets that had made it successful in the first place, the insight and the creative.”
Priority sectors identified through data analytics as having the best opportunity to increase O2 Business’s market share. These included retail, travel and transport, construction, the police and utilities.
Propensity analysis identified the key accounts within those sectors, while workshops with O2 Business’ sales team identified the top 10 in each cluster. Common objectives and challenges were pinpointed, aligned to propositions and then served with tailored messaging.
Eight priority accounts targeted with personal, three-year sales and marketing plans. Designed to retain and grow business, and again working as one with the O2 Business’ sales team to refine and adjust our approach as new insight is gathered.
Stick that in
in sales opportunities
of closed deals
increase in new opportunities
increase in audience engagement
“The programme has really fostered a single account team ethos across the business, with everyone living and breathing what’s happening with the customer. We really understand what they need and the best way to engage them individually. And that means we’re always relevant.”
Enterprise & Public Sector O2 Business
And creative that worked in all kinds of ways
With three approaches, the campaign required three different takes on the creative.
“We standardised across some accounts, personalised for others and with Lighthouse went fully bespoke,” says Art Director Dan Sillifant. “But we had fun on all three, moving things beyond reports to include video, print ads, digital, one-off direct mail pieces, sales materials and more.”