Magenta Triangle

Case Study 2: Account-based marketing for a major payments processor

QUICK-IDEA
Tesco graph mock-up v2

The project:

A global payments processing company received a new business enquiry from a buying organisation on behalf of a large supermarket chain. The buying company and retailer were not familiar with the payments processor, but had picked up their name from internet searches and other research. The opportunity was worth millions of pounds and a 5-year contract with one of the best known brand names in the UK. The processor needed to respond quickly and make a strong, positive first impression to make sure they were included in the tender process.

What we did:

  • Desk research to understand the retailer’s values, drivers, organisational structure and key decision-makers as well as any key influencers at the buying organisation.

  • Created an introductory piece of collateral which gave an overview of the company’s experience and how they could support the retailer.

  • Produced a follow-up 12 page visually impactful document which served as both an engaging executive  summary and a reminder of the company’s tender proposal.

  • Both pieces of collateral included strong references and visuals corresponding to the retailer’s brand, values and buying drivers to demonstrate knowledge and understanding.

What happened next:

The first piece of collateral was written, designed, printed and posted within 3 days to ensure a quick response to the enquiry. This secured their position within the tender process.
30 hard copies of the second document were delivered to an influencer at the buying organisation who gave them out to the retailers Board during a meeting to assess all the tender submissions they had received. This made sure that the documents got in front of the right people and also helped to ensure that the summarisation of the tender was ’on message’.
Both the retailer and the buying organisation expressed how impressed they were by the level of effort they had put in to understanding their needs and the processor was taken forward to be one of the final two shortlisted companies. The buying organisation also returned to the processor on behalf of other clients.
Green Triangle

Case Study 2: Account-based marketing for a major payments processor

QUICK-IDEA

The project:

A global payments processing company received a new business enquiry from a buying organisation on behalf of a large supermarket chain. The buying company and retailer were not familiar with the payments processor, but had picked up their name from internet searches and other research. The opportunity was worth millions of pounds and a 5-year contract with one of the best known brand names in the UK. The processor needed to respond quickly and make a strong, positive first impression to make sure they were included in the tender process.
Tesco graph mock-up v2

What we did:

  • Desk research to understand the retailer’s values, drivers, organisational structure and key decision-makers as well as any key influencers at the buying organisation.

  • Created an introductory piece of collateral which gave an overview of the company’s experience and how they could support the retailer.

  • Produced a follow-up 12 page visually impactful document which served as both an engaging executive  summary and a reminder of the company’s tender proposal.

  • Both pieces of collateral included strong references and visuals corresponding to the retailer’s brand, values and buying drivers to demonstrate knowledge and understanding.

What happened next:

The first piece of collateral was written, designed, printed and posted within 3 days to ensure a quick response to the enquiry. This secured their position within the tender process.
30 hard copies of the second document were delivered to an influencer at the buying organisation who gave them out to the retailers Board during a meeting to assess all the tender submissions they had received. This made sure that the documents got in front of the right people and also helped to ensure that the summarisation of the tender was ’on message’.
Both the retailer and the buying organisation expressed how impressed they were by the level of effort they had put in to understanding their needs and the processor was taken forward to be one of the final two shortlisted companies. The buying organisation also returned to the processor on behalf of other clients.