Agency: Really B2B
Move management training company NIIT from challenger-level delivery supplier to innovation partner.
Although successful, NIIT was perceived as a challenger brand by some clients, limiting growth. It wanted to target a particular client, air transport communications firm SITA, to reposition from delivery supplier to innovation partner, increasing revenue from the account by 10% along the way.
An ABM campaign - a new approach for NIIT - was created to align with SITA's strategic goals, change perceptions, engage with senior stakeholders globally and establish new, higher-value relationships. Detailed research was gathered on target contacts to understand their focus and contribution to SITA's five-year plan.