Becoming the best marketing organisation on the planet

From cost centre to business driver

Intelligent, data-driven marketing is about much more than technology – it orchestrates audiences, data, budget and creativity to create a closed loop campaign and a unique customer experience. With our support, you get to know your customers more closely and will better understand their journeys along the entire sales funnel. 

Stand out from the crowd

The consulting and auditing industries are extremely competitive, and we have found that even our own clients have difficulties distinguishing PwC from its direct competitors. In addition to this generic brand perception in the market, our marketing team could not sufficiently drive growth, since it predominantly needed to react to individual requests and was busy carrying out ad-hoc activities.

Previously, we had no clear view of marketing ROI or performance-based marketing KPIs, and we were not able to identify and target segmented audiences due to a lack of profiling capabilities and disconnected data sources. We knew what we lacked, and we knew that marketing success stems from people doing things differently and not from just implementing tools. This knowledge defined our marketing transformation journey with the goal of becoming the world’s best marketing organisation.

• Be inspired, be ambitious
  Our marketing transformation was inspired by leading B2C brands such as Apple, Netflix and Uber. These companies keep transforming and adapting their business strategies successfully to meet and even anticipate their customers’ needs. In line with our conviction that change is about people engagement, we expanded our approach from B2B to B2E by treating our employees like customers and servicing them with B2C best practices.
  
  To become the world’s best marketing and communications organisation – and thus driving growth for us and our clients – we redefined our marketing strategy to clearly position our core topics and competences. We identified and re-designed the core processes along the entire marketing value chain, e.g. stakeholder model (co-develop), campaign methodology (integrated) and operating model (decentralised).
• Use technology smartly
  First, we implemented a performance-based marketing framework built on a structured approach to planning, budgeting as well as KPI and ROI measurement. Then we designed and implemented a fully integrated, multi-platform and AI-enabled marketing technology stack based on Salesforce marketing cloud. The applications along the sales funnel include planning (Salesforce for data analysis), execution (Salesforce, SEA), measuring (AI, Salesforce), learning and collaboration (request management). But remember, technology is the tool, not the goal.
• Empower your people
  To get the absolute most out of your marketing activities, agile tech development and continuous process optimisation must go hand in hand. Marketing experts must constantly improve their skills. Listening is the name of the game. This is why we have developed and implemented a comprehensive digital upskilling programme for our marketing staff and enabled them to become pioneering digital marketing experts.