ACCOUNT BASED MARKETING 1:2:1
To demonstrate Vodafone’s commitment to Royal Mail and educate and raise awareness of the breadth of technology services that Vodafone could offer, an acquisition ABM strategy was devised.
The purpose was to present Vodafone’s understanding of Royal Mail’s business operations, the challenges they were experiencing, the opportunities ahead and how to navigate the digital transformation journey and engage with senior decision makers within Royal Mail.
This document outlines what we did, and how we did it.
Differentiated ABM Programme for Vodafone UK
Differentiated have worked with Vodafone to deliver one-to-one and one-to-few ABM strategies since 2019. The Royal Mail campaign was just one of a number that Differentiated created and deployed for Vodafone UK across 2020/2021.
During the same period, our ABM strategies have directly influenced a pipeline of c.£40m AOV, of which a significant portion is attributable directly to Royal Mail. Opportunities stretch across the Vodafone portfolio, from traditional fixed and mobile services to SDN, IOT and analytics.
AWARD WINNING
The Royal Mail ABM campaign was awarded gold in the 'best use of ABM' category at the 2021 B2B Marketing Awards.
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