Just three years after the Global Programs and Campaigns structure was set up at Avanade, the team’s work has been recognised as a world-leader.

ITSMA, the leading body for B2B marketing excellence in the connected economy, awarded Avanade the Diamond prize for delivering an omnichannel customer experience at the  ITSMA Awards. The entry titled “Avanade Global Programs and Campaigns Help Drive Business Transformation”, looked at how the tech leader - itself a joint venture between Microsoft and Accenture - brought all regions under a single, focused go-to-market approach for greater business impact.

A strong focus on clients

The campaigns enabled the sales team to focus on client business issues rather than purely on technology, and was a key factor in leadership’s decision to transform the company to better align with those key client issues. The objective was to drive strategic conversations with IT leaders to help address their business issues and open the door for new sales opportunities in the areas of cloud and technology services.

Reaching a wider audience

The integrated multichannel social strategy included content syndication, TweetChats, webinars, YouTube, blogs, and paid social. Events are an important element of campaign strategy, enabling the team to extend messaging to a wider audience. They use events to showcase innovative solution demos that reinforce our campaigns and related offerings.

Central to the campaigns are the email nurture streams. Electronic mailers highlight key messages and link to a variety of campaign assets, including infographics, video webisodes, interactive story presentations, and thought leadership. In a bold move for a tech company, they also incorporated a bit of direct mail as a contrast to the digital tactics.

The strategy included market and persona research, and evaluation and realignment of everything from messaging to content and channel strategy - a huge undertaking!

Lots of innovation and inspiration

“As the pace of marketing transformation continues to accelerate, this year’s award winners stood apart from their peers with innovative and inspiring programs that drove substantial impact on the business,” said Dave Munn, President and CEO of ITSMA.

Congratulations on this world-leading work, Avanade! If you’re a marketer looking to grow in a world-class team, look no further than Avanade; see the latest opportunities here.
 

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