Smashing Targets with OBM
Genesys needed to rethink the way they targeted high-end, high value accounts and decision-makers. MOI’s response was a precision-targeted, insight-led campaign that created its own opportunities and exploited them to the client’s full advantage. The campaign took Account Based Marketing to pioneering new levels until it deserved a new and more accurate acronym: OBM. Opportunity Based Marketing.
Although analysts rate their targets’ customer experience platform as no.1 in the world, Genesys was facing 3 major challenges. Firstly, the strength of competition from their target’s existing incumbents. Secondly, they were lacking real insight into decision-makers or understanding of who they were. Finally, they needed to establish a way to get a “foot in the door” with new prospect organisations
ABM is nothing new but with MOI it is. Their “5 stages to success” strategic framework has brought a fresh, scalable approach, which is really starting to drive results. It’s great to work with an agency that is hot on strategy & planning, challenges me, is constantly thinking ‘what else’ and ultimately gets the job done.