B2B Marketing Strategy, Lead generation Strategy

Everything we do starts with a blank page.
And an open mind.

branding b2b

branding b2b

Relationship: Since 2011

Taking the B2B turn.

A client-centric strategy

to drive conversion.

LEAD-GENERATION STRATEGY

Accord D – English Canadian Market

CHALLENGE

Despite its unparalleled level of awareness in Quebec, Accord D’s acquisition strategy did not consider the constraints and weaknesses of its brand outside of its local market. Branding and marketing activities were molded on the strategy deployed in Quebec, even though the brand equity was nonexistent outside the province.

CONSTRAINTS

  • Limited brand equity outside Quebec
  • History and past brand awareness offensives

    focused solely on the Quebec market

  • Limited sales force
  • Strict brand standards
  • Offer not suitable for the English-language market
  • Low product brand retention (product name difficult

    to pronounce for the target audience)

  • Corporate speech not suitable to the target’s cultural code

NEEDS

  • Help Desjardins to clarify its offer for merchants outside Quebec
  • Highlight the uniqueness of the Accord D offer
  • Display indisputable corporate credibility
  • Give Desjardins an undeniable attraction force

    to acquire qualified leads

  • Develop complementary acquisition strategies
  • Generate sales

MANDATE

branding b2b

Our mandate was to create a Canada-wide, lead-generation strategy for Desjardins’ retail financing solution by adopting a B2B approach.

In a B2B environment, marketing needs to be in sync with sales to gain maximum traction. For Desjardins, we had to restructure their offer to be able to influence the buyer decision cycle.We segmented their offering by business sector in order to create better client identification and positioned their product/service packages according to the client’s needs.

branding b2b

BENOIT D’AOUST 

LEAD STRATEGIST

SOLUTIONS

  • 1Establish an easily recognizable and identifiable brand positioning and positioning statement – in markets other than Quebec
  • 2Drop the Accord D brand to focus solely on its product offering and leverage the retention of the corporate brand
  • 3Clarify the product offering and establish differential advantages
  • 4Develop a segmented and micro-targeted penetration strategy
  • 5Develop a sales-driven communication platform
  • 6Expand the sales pitch
  • 7Develop efficient tools to support the sales force in achieving targets

RESULTS

  • b2b branding

    200% increase in lead-generation efficiency

  • b2b branding

    50% decrease in lead-generation costs

  • b2b branding

    More than 50 targeted sales documents

  • b2b branding

    Change in sales approach

    – restructuring of

    the sales offensive

  • b2b branding

    Implementation
    of a new print-on-demand program

OTHER PROJECTS

Adopting a B2B approach for Accord D was the first step of many that Desjardins took to fully integrate marketing
and sales; clarifying its unique offer and launch new business development initiatives.

marketing branding advertising publicité

Desjardins Retail Financing Business Solution
national lead-generation strategy
2013

marketing branding advertising publicité

Accord D
national promotional campaign
2012-2013

marketing branding advertising publicité

Payment Solutions
SEM national strategy
2012-2013

marketing branding advertising publicité

Accord D
Quebec lead-generation strategy
2012

marketing branding advertising publicité

Payment Solutions
national lead-generation strategy
2012

marketing branding advertising publicité

Online Payment Solutions
branding strategy
2012

B2B Marketing Strategy, Lead generation Strategy