Smarter targeting and a superior tech stack
Process
Tech stack design
Tech stack implementation
Persona research
Campaign planning
Content production
Campaign activation
Campaign optimisation
The Challenge
M&S Corporate Gifts wanted a bigger slice of the lucrative Christmas B2B market.
Compared to the likes of Amazon and Love2Shop, however, the M&S brand was not synonymous with one-size-fits-all Christmas gifting. Its range and appeal was viewed as too narrow by some prospects.
In order to change these outdated perceptions and expand its existing customer base, M&S Corporate Gifts needed to reach potential buyers with modern, targeted messaging, delivered in modern, targeted ways.
The Response
To achieve demand gen for M&S Corporate Gifts, we took a from-the-ground-up approach.
Firstly, we laid the foundations for success by updating the existing tech stack. We implemented HubSpot, GA4 and Looker for the M&S team, enabling them to ‘close the loop’ and create cohesion between their sales and marketing efforts.
Next, we defined three target personas, and used multi-channel content to align M&S Corporate Gifts with their specific wants and needs. ABM activity tightened the focus further, delivering personalised direct mail to 100 high-value prospects.
Through meticulous budget management and a test-and-learn approach, we achieved an impressive 1,375% ROI – and M&S attained record-breaking corporate gift sales.