Delivering Real & Lasting Change

B2B Marketing

Brief

Percepta are one of the world’s leading customer-experience (CX) companies. The organisation has 4400 experts operating in over 56 countries. With an unparalleled reputation in their sector, they serve with distinction, some of the world largest automotive OEMs – Ford Motor Company, Jaguar Land Rover, Volkswagen Group, etc.

Despite the American company’s remarkable success, they were facing a host of challenges. The ever-growing power of ‘digital’ was transforming their industry, and quickly, not just in how companies market themselves, but also with service delivery. More than that, the organisation, due to its commercial success and outstanding track-record of delivery, had backed-off with regards to marketing for new business.

Percepta were looking for a strategic marketing partner that could help them get back on the front foot with marketing and deliver real and transformative change. Naturally we were delighted to assist.

Results

Over several years, and numerous projects our work with Percepta helped the organisation to…

– Build a stronger brand with greater leverage with existing/new clients.
– Significantly improve marketing and sales processes.
– Strengthen the organisation’s internal marketing capabilities.
– Introduce ‘digital’ marketing practices into their business development proceses.
– Access new sectors, allowing the company to effectively begin de-risking the business’s reliance on ‘automotive.’
– Help the company expand its offerings into several new and lucrative business areas.

Services Used

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How This Was Achieved…

Our main approach consisted of leveraging the company’s incredible array of intangible assets to get them back into circulation to serve the company and its brand, marketing and sales functions. This included the company’s previous success stories, client network, internal capabilities, bespoke methodologies and more.

Here are the highlights of this approach…

Branding Percepta’s Approach

The Perepta brand was strengthened in the minds of clients and staff alike with the creation of a bold new manifesto ‘Frictionless Customer Experience.’ This new philosophy aligned the company around a shared vision and energised both internal & external stakeholders.

“We worked very closely with THE LOFT for many years, and they brought so much value to our global organisation in so many different ways. Everything from overhauling our digital presence to supporting what we do with large automotive OEMs, even working very closely with myself to re-think how we present our own company’s position, philosophy and expertise.

Alan Meldrum, Global Vice President of Marketing, Sales & Client Services, Percepta

Building a Comprehensive Digital Case-Study Library

A lot of commercial potential was unlocked and new opportunities generated as a result of Percepta’s new digital case-study library. This highly effective marketing function transformed raw client success-stories into high-value content demonstrating Percepta’s exceptional results. A particular hit with existing clients – some of whom were unaware of several Percepta services.

Going ‘All-In’ On Digital

The company increased the volume and quality of inbound enquiries (including their first-ever digital leads) as a result of a heavily revised online marketing presence. This included a new global website, designed, launched and built with mobile-first custom pathways, embedded case studies and multi-language capabilities.

“For me, the success of our new website stems from THE LOFT’s ability to capture the essence of what Percepta does and tell our story to the wider marketplace. Our core strength lies in creating seamless experiences for our clients’ customers, and in working with the brilliant Michelle, we were able to demonstrate this through a series of captivating and eloquently written case studies. Overall, a great experience, and a fantastic new website!!”

Lindsay Morrison, Global Marketing Manager, Percepta

Repackaging Offerings

Percepta increased the perceived value of their services, particularly with existing OEM clients with new ‘composite service offerings.’ These were developed to combine multiple offerings into more valuable, clearly positioned and easy-to-understand solutions for clients.

Sales Offensive

Both clients and Percepta’s own staff were the beneficiaries of a concerted business development push over several years. This included bringing dormant expertise to life, formalising customer journeys, rebranding internal documents and repurposing IP into sales-ready materials. Each and every action improving client/employee understanding of Percepta’s valuable and extensive service offerings.

Scalable Solutions

Percepta’s own in-house marketing team increased their own effectiveness by streamlining their workflows. Internal marketing processes were improved with the creation of new content libraries and modular frameworks. We also provided an ‘always-on’ creative resource that the organisation cold tap into, at will.

Getting The Message Out

We were able to create stronger alignment across marketing and business development teams & internal staff and external clients with a series of high-quality strategic communications. The brand and its new message/s were accompanied with tailored digital campaigns, video content and new social media communications. We also got our message on the road accompanying Percepta staff with the presentation of their philosophy at several business events.

New Propositions

Finally, the organisation got into a new game and potentially lucrative business (Brand Experience.) A wonderful addition to their core customer-experience work, they pitched to existing high-profile OEM clients including Ford and got the opportunity to support in the development of luxury sub-brand ‘Vignale.’