Grant Thornton delivered a masterclass in B2B model advertising and marketing in the course of the pandemic

Grant Thornton received the B2B Model Staff of the 12 months class at The Drum Awards for Advertising and marketing 2021. Right here the crew explains the strategic method it took to help its shoppers, leveraging expertise and good coaching to thrive regardless of the pandemic.

The problem

Grant Thornton LLP is the US member agency of Grant Thornton Worldwide and one of many main impartial audit, tax and advisory companies. The inner advertising and marketing crew is 60 robust and helps model, business, sponsorship, and repair line advertising and marketing.

It’s seen as a challenger to the ’Large 4’ skilled companies companies and to the on a regular basis establishment, a job it welcomes. When Covid-19 grew to become a actuality and rendered almost all inner and exterior advertising and marketing exercise irrelevant, your entire advertising and marketing crew shifted instantly.

The technique

As Covid-19 entered America in early spring, Grant Thornton knew it wanted to assist its shoppers shortly.

Inside days, leaders from throughout the agency and advertising and marketing created a marketing campaign referred to as ’Reply and Restore. Collectively.’ (RRT). A challenge administration taskforce was charged with reviewing all exercise to make sure it match beneath the brand new technique, and all content material was viable. The crew labored with agency management to map present options choices and decide any wanted evolution to face urgent wants.

An financial downturn had been forecast effectively earlier than a world pandemic entered our collective consciousness. Grant Thornton developed a downturn marketing campaign in Spring 2019, however it shifted dramatically on the finish of February 2020. By mid-March, the marketing campaign turned to disaster response actions our shoppers wanted for survival. We instantly utilized the framework of the downturn marketing campaign to type RRT’s basis. Presently, knowledge and insights from the downturn marketing campaign are being leveraged because the crew shifts from the ’Reply’ to the ’Restore’ section of RRT and companies ponder new regular.

Whereas the intent of the downturn marketing campaign had at all times been to supply a cohesive, cross-service line marketing campaign, the worldwide pandemic necessitated an built-in response. It was one in every of dozens of campaigns deliberate for 2020, however it grew to become the one overarching, umbrella comprising all advertising and marketing and agency exercise.

The response

With all sponsorship and occasion campaigns on maintain, your entire advertising and marketing crew pivoted efforts to help the RRT marketing campaign for its quick launch in March 2020. The crew attributes its success to preparedness and coaching forward of Covid-19.

To satisfy the calls for of the brand new pandemic actuality, the crew was restructureed into eight cross-functional dash groups, all with a wide range of skillsets. These groups centered on model messaging, neighborhood outreach and CSR, consumer options and content material creation, financial insights, Covid-19 useful resource middle creation, gross sales enablement creation, and digital occasion growth and execution.

A category of not too long ago educated entrepreneurs led the crew in agile practices to help RRT. Cross-functional dash groups have been deployed to greatest serve shoppers’ wants with well timed content material throughout platforms. Every day stand-up calls have been introduced in to verify on all points of the marketing campaign together with podcasts, gross sales enablement supplies, and weekly digest emails.

Earlier than Covid-19, teammates had accomplished a abilities re-evaluation to determine areas of curiosity to additional skilled growth. These assessments proved instrumental within the RRT launch to greatest match assets to cross-functional groups.

Grant Thornton developed and launched the Pandemic Danger Evaluation instrument to assist corporations benchmark towards elements vital to resilience in the course of the coronavirus pandemic. The evaluation permits corporations to enter enterprise knowledge right into a quantitative risk-modeling engine that generates tailor-made scorecards, specializing in 4 key classes: cashflow administration; folks and labor; provide and demand; and hard-to-predict exterior elements.

A digital Covid-19 knowledge useful resource middle was created to assist shoppers and prospects navigate the encircling financial uncertainties. The useful resource middle accommodates a wide range of collateral and instruments, together with twice-weekly podcasts held by chief economist Diane Swonk and a webcasts sequence. Promotion consisted of electronic mail newsletters and social posts throughout LinkedIn, Fb, Twitter & Instagram.

With the arrival of Covid-19, the CSR technique shifted to help a neighborhood method via particular person, model and enterprise led initiatives. Messaging selling volunteering, security and commitments to our shoppers have been applied throughout inner channels.

The outcomes

Digital highlights included:

  • +200%-300% month-to-month sitewide site visitors amongst target market

  • 11-12x extra month-to-month leads amongst our target market

  • 521 subscribers for the weekly briefing and 198 for Diane Swonk podcasts

  • 207 leads requesting info from GT’s Covid-19 crew

  • +131% month-to-month site visitors from social to website

  • +224% month-to-month Twitter engagement

  • Two new e-newsletter sequence drove +145% open charge and +200% CTDR vs. YTD

  • +276% electronic mail to website site visitors

  • 18 consumer wins impacted

  • 54 pipeline opporuntities.

This challenge was a winner at The Drum Awards for Advertising and marketing 2021. Discover out which competitions in The Drum Awards are at present open and don’t overlook to go to our new interactive calendar.

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