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%
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.
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 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.
Vice President, Global Integrated Marketing at Genpact