Deepening account relationships through targeted thought leadership

Business challenge

With a potential multimillion-dollar sales pipeline, the utilities and built-environment sector represents a huge growth opportunity for Fujitsu. Having established a foothold in the sector over the previous year, it now needed to deepen those customer relationships by raising awareness of its understanding and knowledge of the sector.

Being seen as a thought leader in this sector was a key goal – but how best to do it? Using MomentumABM’s Customer Insights Platform and sector research, we were able to identify a growing pain point within both manufacturing and engineering. A skills gap that was having a significant impact on both sectors – and one that was important to the stakeholders that we needed to reach.

ABM objectives at a glance:

  • Grow Fujitsu’s share of utilities and built environment sector
  • Deepen customer relationships
  • Fill an $88 million sales pipeline

Strategy

The skills gap within the sector was the foundation for our thought leadership program and here we wanted to take a multi-channel approach. One that included surveys, events, interviews, whitepapers, blog posts, and videos, so we could to reach the right people at the right time and demonstrate a deeper level of understanding and provide real value.

All assets were hosted on Fujitsu’s Always Connected microsite and distributed via Twitter and LinkedIn campaigns as a means of creating engaging customer conversations. Social media monitoring using our Insights Platform also meant that Fujitsu could track key decision makers, identify priorities, and monitor engagement.

The campaign targeted 70 utilities and reached +130,000 stakeholders. Web traffic grew by 1,400% while the campaign delivered social media engagement with 128 industry stakeholders. In total £600 million worth of pipeline leads have been generated by the campaign with a revenue value of over £50 million.

This project has delivered unbelievable commercial success and has been a flagship campaign in terms of the different media used. It’s also established a new level of sales engagement that’s got the whole team involved.

Natalie Field - Head of Private Sector Marketing, Fujitsu

Execution and engagement

Using our extensive insight on the industry’s challenges and disruptions, we defined Fujitsu’s point of view and plotted a 9-month engagement plan to communicate this to senior stakeholders in accounts.

Our formats and channels were broad in type and reach – including whitepapers, opinion pieces, industry events, analyst relations, digital landing pages, and social media. Each individual touchpoint connected with our central narrative for the industry and Fujitsu’s unique perspective.

Our most successful campaign since I’ve been at Fujitsu.

Natalie Field - Head of Private Sector Marketing, Fujitsu

Results

Through a series of strategic acquisitions, Oracle has transformed itself from database vendor to digital innovator. This elevates its value for customers, taking Oracle out of the IT heartland and creating space for a new type of dialogue with business stakeholders.

Our aim was to win the attention of senior decision makers in strategic accounts - asserting Oracle’s voice as a partner for business transformation.