Client
M&S Corporate Gifts
Sector
Corporate Gifting
Process
Messaging Framework, Creative Wrap, UX Planning, Persona Research, Competitor Research
Marks & Spencer is an iconic UK brand – arguably one of the most beloved retailers on the high street. M&S Corporate Gifts provides businesses with impactful gifting options for clients, customers and employees. Making HubSpot make sense for a beloved heritage retail brand.
The challenge
Marks and Spencer’s corporate gifting arm had untapped growth potential: the chance to increase market share during the lucrative Christmas buying period.
What the M&S Corporate Gifts team needed was a head-turning B2B campaign underpinned by thoughtful, loop-closing marketing automation.
Our response
- We created a new brand and proposition for M&S Corporate Gifts that clarified its appeal and helped differentiate its offering from its B2C equivalent.
- ‘Closed the loop’ with a new tech stack – GA4, HubSpot, Looker (or Google Data Studio, as it was then known) – that offered full reporting visibility and insights into sales journeys.
- Crafted multi-channel content that communicated the rational, emotional and topical arguments for choosing M&S Corporate Gifts over its rivals. Each content piece was fine-tuned to one of three detailed personas.
- Made every pound of M&S Corporate Gifts’ budget work as hard as possible across planning, production, paid media and conversion-rate optimisation (CRO). We carefully managed their spend as if it were our own, repaying them with a healthy return on investment.
- Adopted a test-and-learn approach across all our activities – our swift and surgical CRO yielded serious results.
The reaction
“The team gave us a clear understanding of the B2B opportunities open to us. Their marketing strategies are highly effective – the ROI speaks for itself – and their creative ideas keep us excited. They’re a joy to work with!”
Roshni Patel, Marketing Manager, M&S.
