Grant Thornton

The challenge

Grant Thornton is a global organisation with a lot of in-house knowledge. In cooperation with the business, major marketing campaigns were set up that contributed to Grant Thornton’s positioning. Grant Thornton wanted to professionalise this. The campaigns had to be better geared to the needs of their target group specifically. After all, customers nowadays only want information that is relevant and helps them achieve their goals.

However, there was too little insight into the needs and interests of its target group to make choices and shape the personalised approach on this basis.

The target

• More valuable interactions with customers through needs insights
• Better understanding of customer needs
• More effective marketing and sales
• Reliable and well-organised marketing automation

Our approach

After several strategic sessions, we implemented the marketing automation tool Marketo. Marketo enables organisations to build their brand, increase sales and demonstrate the impact of campaigns on business. By collecting data and linking the right interpretations and actions to it, Grant Thornton ensures that their communication is perfectly aligned with their personas.