M&S Corporate Gifts branded image

Harnessing HubSpot for dramatic demand-gen

Client

M&S Corporate Gifts

Sector

Retail

Services

Strategy
Creative
PR and content
Digital build and setup
Campaign delivery
Sales and marketing alignment

Harnessing HubSpot for dramatic demand-gen

What we did (in a nutshell)The nation’s favourite retailer sought demand-gen for its corporate gifting arm. So we updated the M&S tech stack and deployed ABM tactics to send sales skyrocketing.

M&S Corporate Gifts direct mail image
“The team has been a joy to work with. Our debut campaign with them was an unqualified success, helped set new sales records for M&S Corporate Gifts, and led to our relationship becoming ongoing.” Roshni Patel Marketing Manager, M&S Corporate Gifts

£4m+

Revenue generated

1,375%

ROI

60%

Revenue increase YoY

x2

Doubled web-conversion rate

M&S Corporate Gifts boxed gift card image M&S Corporate Gifts branded typography M&S Corporate Gifts branded gift card image M&S Corporate Gifts banner advert designs

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In order to change these outdated perceptions and expand its existing customer base, M&S Corporate Gifts needed to reach potential buyers with modern, targeted messaging, delivered in modern,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.

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.