Before the pandemic, Punch! was successfully creating personalised and disruptive direct mail campaigns to help its clients and itself as an agency stand out.
By March 2020, businesses were fast tracking their digital transformation efforts in order to adapt to remote working, so Punch! saw an opportunity to target b2b marketing managers in the tech sector at a time when they would be experiencing a greater demand for their services and increased competition. They needed a more targeted approach for their go to market strategy.
Punch! CEO James Snider said:“Marketing agencies are notoriously bad at their own marketing. We knew we had to apply ABM best-practice into our own programmes”.
Punch! partnered with behavioural marketing company Cyance. By using their intent data platform, Punch! was able to determine a set of intent topics i.e. topics that not only resonated with its target audience, but which also related to Punch! services. It could also identify the specific companies and individuals researching those topics at that specific time and pinpoint the accounts that were in a buying window right at that moment.
From here, Punch! could personalise content, messaging and outreach strategy to focus only on those specific accounts. Instead of using direct mail and other traditional marketing tactics, Punch! quickly adopted a new digital strategy – developing 1:1 personalised videos, interactive games and virtual worlds in order to cut through the noise and deliver key messages.
Snider said: “Understanding which stage of the buying journey your ideal customers are in is vital in order to decide which type of ABM programme to deploy.”
The outcome was that engagement levels increased across all of Punch!’s marketing channels, with 33% of all deals created from Cyance accounts.
Punch! success stats for the last 12 months:
30% increase in revenue, 64% increase in the past 24 months
20% increase in new projects
70% increase in new opportunities
35% increase in headcount in 6 months
“Punch! is going through an exciting period and our 2021 strategy is to grow the business by a further 50%”.
Punch! has taken on nine new additions to the marketing services team since 1 June 2020 to deliver the growth in demand.
Case study webinar:
Punch! and Cyance are hosting a webinar at 2pm on 17 Dec.
ABM New Years Resolutions for Punch! In 2021.
Link to webinar: https://bit.ly/3oa2Jq1
Punch! believes in the work it does for its clients, to the extent that it does the same thing for itself and it works! The webinar will focus on Punch!’s successful year and how it will be building on that into 2021. It will focus on some “resolutions” that Punch! has made that they want to share with others.
- Focus on marketing and sales alignment
- Exploring and expanding your TAM
- Making sure you have data behind you to focus your programmes
- Building strategic partnerships with clients
- Setting the example for ABM best practise
- Constantly improving content
CEO James Snider and MD Chris Muldoon co-founded Punch! In 2014, focusing on sales development before adding account based marketing (ABM) to the agency in 2018. Growing from sales outreach support into an award-winning B2B ABM agency, Punch! plans, creates and executes integrated sales and marketing programmes across EMEA, the US, and APAC regions that speak directly to the needs of the clients’ target audience.