Awakening Incredible Potential

B2B Marketing & Digital Transformation

How an outstanding business/marketing strategy to leverage Percepta’s incredible array of intangible assets transformed the organisation’s overall marketing performance.

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 a little 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…

– Dramatically improve their overall marketing and sales performance.
– Build a stronger brand with greater negotiating power in deals with existing/new clients.
– Command higher margins for the company’s more bespoke service offerings.
– Significantly strengthen the organisation’s internal marketing capabilities.
– Accelerate complex multi-stakeholder deals.
– Introduce innovative ‘digital’ marketing practices into the company’s business development processes.
– Expand its offerings into several new, and potentially, lucrative business areas.
– Gain access into sectors such as ‘Telecoms.’
(Giving the company the strategic opportunity to reduce its reliance on the ‘automotive sector.’)

How These Results Were Achieved?

These exceptional results were achieved, predominantly, by 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 in the most commercially beneficial way possible.

Services Used

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Our Collaboration in More Detail

These are some of the highlights of our work together…

Branding Percepta’s Unique Methodology

The Percepta brand was strengthened in the minds of clients and staff with the creation of a bold new manifesto ‘Frictionless Customer Experience.’ This 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

Vast commercial potential was unlocked and new opportunities generated as a result of Percepta’s new digital case-study library. This highly effective marketing asset transformed raw client success-stories into high-value content demonstrating Percepta’s exceptional service to clients and outstanding results.

A particular hit with existing clients – some of whom were unaware of a vast number of 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 study library 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 bespoke services, particularly with existing OEM clients with new ‘composite services.’ These were developed to combine multiple offerings into more valuable, clearly positioned and easy-to-understand solutions for clients.

Marketing Offensive

Both clients and Percepta’s own staff were the beneficiaries of a concerted marketing 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 both the client and employee understanding of Percepta’s unquestionable track-record 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 as we accompanied Percepta’s staff, as they presented their philosophy at several business events.

New Propositions

Finally, the organisation were able to pitch for potentially lucrative new business (Brand Experience.) A wonderful addition to their core customer-experience work, they gained work with high-profile OEM clients including Ford where they got the opportunity to support in the development of luxury sub-brand ‘Vignale.’