Genpact Creating an integrated demand engine boosted marketing contribution to pipeline from 5% to 26%

Connecting up brand and demand, single-minded customer focus, and continually optimizing programs transformed Genpact’s marketing into an engine room for growth.



Marketing contribution to pipeline, up from 5%

Genpact is an ambitious professional services firm.

Back in 2015 it wanted to make the most of its agility as a smaller company to take on giants like IBM and Accenture. Shifting from individual campaigns to an always-on demand generation engine; bold brand repositioning; and savvy sponsorships have delivered significant, sustained growth for this challenger brand.

The challenge

Genpact operates in a market dominated by big names with even bigger marketing budgets.

In order to compete, the Genpact marketing team needed to showcase the fact their proposition had been built around the customer from day one, and join up channels which would be siloed in bigger firms for a consistent customer experience and optimized campaigns.


The strategy

The first step was to move from one-off campaigns to a scalable, always-on demand generation engine: launched in EMEA in 2015 then adopted globally.

The steady stream of sales opportunities gave the firm breathing space to deliver a complete rebrand, launch a new business unit and 12 new products in 2018. Finally, to support the new brand, the team developed new positioning, launched its vision of the future of business, Instinctive Enterprise, and deployed a thought leadership campaign including the high-profile sponsorship of Formula E – Envision Virgin Racing.

The results

The connecting of brand to demand, spanning ABM, demand generation and thought leadership initiatives have established marketing as the firm’s engine room for growth.

Key deliverables

  • Demand generation

    Integrated, optimized, global program delivering a steady stream of sales opportunities.

  • Brand repositioning

    Creation of the ‘Genpact vs’ construct to communicate Genpact’s restructured, AI-driven offering

  • Thought leadership

    A platform to promote Genpact’s Instinctive Enterprise vision, incorporating 1:1 ABM and sponsorship of Formula E


The Genpact marketing team’s ethos is to challenge conventional thinking. Instinctive Enterprise is a compelling vision of the possible future for our clients. The platform we’ve built around our sponsorship of Envision Virgin Racing shows the level of ambition. The Marketing Practice share that mindset; they are a key partner for us.

Neil Dowling
Vice President, Global Integrated Marketing at Genpact