The challenge
The Go-to-Market (GTM) campaign for Phi Partners’ new Summit Platform as a Service (PaaS) would involve launching and promoting an innovative but niche solution to a global audience of banks who use the Summit platform.
The biggest hurdle would be helping our audience understand Summit PaaS and its benefits, especially as there were perceived compliance, security and customisation concerns around cloud migration and managed service provision. To achieve this, we’d have to develop a comprehensive audience journey from discovery to conversion, with a lot of education in between. Step-by-step, they’d have to be reassured at every stage until they were ready to make an informed decision.
The campaign would have to be highly targeted and continually optimised to achieve ROI. As this was Phi’s first GTM campaign, The Think Tank’s expertise would be needed at every step of the way.
The solution
After a lengthy research process, three audiences were built.
130 key decision makers across 85 banks in CTO and other technology-based roles would be our core targets, while key influencers in other technology roles in target banks and other influences in financial, operating and trading roles would make up wider second and third audiences. They would be targeted by an Account Based Marketing (ABM) approach built around the central message of ‘Achieving Peak Performance with Summit PaaS’. Unique visuals based around the ‘golden ratio’ would reinforce the Phi brand.
Our multi-phased integrated media strategy kicked-off with a teaser email from Phi’s CEO to the core audience. A video card direct mail piece followed, which gave the core audience a complete overview and guided them to the Summit PaaS landing page.
This innovative approach quickly caught our audience’s attention; within a week of receiving the video cards, four CTOs made direct calls looking for more information. Over the next three months we created e-shots, infographics and blog posts that would speak to the core audience and keep purchase influencers engaged. Sponsored LinkedIn and thought leadership posts promoted the content and audience members who had already engaged were retargeted with additional materials.
The results
Our campaign generated significant interest and engagement from our audience. Direct enquiries started rolling in within weeks and continued apace as the campaign advanced.
Brand awareness also took a big leap forward, as organic web traffic grew by 46% and LinkedIn page impressions rose 127%. And, having aimed for a pipeline of four sales-qualified leads (SQLs), the Peak Performance campaign actually produced seven SQLs worth potentially worth 75% more than the KPI.
The campaign’s success was duly recognised come awards season, winning a mammoth nine awards.
‘Peak Performance’ took the prize for Best Global Campaign at the Global Agency Awards, and also won Best ROI and Best Integrated Campaign at the Global Digital Excellence Awards. The UK Agency Awards awarded us with Best Marketing Campaign and the Campaign Effectiveness Award, whilst the European Agency Awards honoured us with Best Marketing Campaign, the Campaign Effectiveness Award and silver for Best Integrated Campaign. And finally, to round off the 2024 awards season, the campaign took home silver for Most Commercially Successful Campaign at the B2B Marketing Awards.
The campaign was masterfully designed by The Think Tank as an end-to-end turnkey solution for Phi. Our first ever GTM was a resounding success and we plan to run more GTM’s with The Think Tank in 2024.
Des Stockdale
Founder & CEO
Phi Partners
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