Deal Based Marketing

The sharp end of ABM.

In a world of more contracts of smaller value, greater complexity in decision making, and increased and non-traditional competition, how do you stand out from the crowd?

In our view, the story you tell and the way you deliver it across the whole bid landscape is your greatest opportunity to stand out from the crowd.

We start by understanding all of the reasons why you would lose as much as why you would win. Then we build a strategy to help you differentiate to win.

Shift the dial

Our approach to Deal Based Marketing (DBM) is unique and direct. It’s not bid writing, or a replacement of standard internal processes, it’s…

Effective communications strategies to identify new ways to show originality and create stand out
Crafted messaging to clearly articulate a deep understanding of the customer’s priorities and then align the solution to this (rather than just talking about yourselves)
Capitalising on every opportunity, from pre-bid to post-bid, to land that messaging in a unique way

It’s a business of marginal gains so we look for each and every opportunity to shift the dial in your favour – through creativity and innovation within and around the entire bid process.

Where do we differentiate you?

PRE-BID

Proactive communication strategies enable you to influence the requirements of the bid in your favour.

You can never start too early when it comes to influencing your target audience and validating that what you will ultimately offer fits their needs.

We employ targeted and personalised communications, along with unique tactics to set you up for early success.

The RFI or long-listing phase is also often a key opportunity for you to deliver content more on your own terms and so it’s one of the main opportunities for ‘a moment of delight’.

AT BID

The walkthrough and negotiation phases represent your greatest opportunity to stand out – here we work constantly to ensure every delivery of information is on point and immaculately presented – there’s no room for ‘good enough’.

We seek to capitalise on each opportunity to inject innovation and creativity across every deliverable.

As the bid progresses through BAFO and down selection, it's the time to capitalise on any advantage, so we work with you to establish key value-added offers that will elevate your response even further.

POST-BID

The transition and transformation phases are critical to the success of any deal, and we know that those organisations that commit, during the bid, to helping with communicating the impact of change during transition, do better than those that don't.

But you have to live up to your promise – we create and deliver end-user adoption and change management communication programmes with our customers to ensure success.

Where have we differentiated?

Brands we have successfully deployed DBM to on behalf of our customers:

From our customers

I’ve worked with the people from Differentiated on customer bids and account plans of various sizes. From ADP’s that became the benchmark of ‘what good looks like’, to sales campaigns that changed the way we approached the contact centre market – my best stories have all started with a simple conversation with them.

Global Telecommunications Provider

Their understanding and empathy with the needs of our customer is comprehensive and highly valuable. Their can-do attitude and ability to integrate with our team, whilst appreciating the dynamics of our communication needs is really important to us and enables us to directly and positively affect our customer’s view.

UK Network Provider

Discover

Discover how we transformed a major bid by redefining the brief; creating and delivering innovation driven messaging; and weaved value-added communications into the entire process.

Or speak to us about how we might do the same for you.