Enabling a first class
To demonstrate Vodafone’s commitment to Royal Mail and educate and raise awareness of the breadth of technology services that Vodafone could offer, an acquisition ABM strategy was devised. The purpose was to present Vodafone’s understanding of Royal Mail’s challenges and opportunities directly to new senior decision makers.
The Royal Mail ABM activity was one part of a wider one-to-one and one-to-few ABM programme delivered by Differentiated. Not only did the overall programme create a multi-million-pound pipeline, but the Royal Mail work also won Gold for best use of ABM at the B2B Marketing Awards.