Google wanted to grow its enterprise market share by persuading businesses to adopt its suite of workplace apps. But how could it convince customers to switch from their tried and trusted supplier? By finding and targeting ‘change agents’ within enterprise accounts and showing them how Google could reinvent the workplace.
We gathered insights through research, market analysis and our insights platform – uncovering intelligence and trends from large volumes of web and social data.
Leveraging Google’s ‘rebel factor’ we created a set of ‘Top Trump’ cards showing attributes like personality traits, digital aptitude and career goals. This enabled us to effectively position a cutting-edge consumer brand within a business context.
By targeting change agents in an instantly memorable way, Google’s sales and marketing teams are now gaining remarkable traction. This has accelerated sales cycles and improved quota performance.
- Data science