NIIT Technologies: Innovating Easy

NIIT, a management training company, promoted its company as an innovation partner by launching an office takeover in Atlanta as part of an account-based marketing (ABM) campaign.

Campaign details

Agency: Really B2B

Move management training company NIIT from challenger-level delivery supplier to innovation partner.

Strategy

Although successful, NIIT was perceived as a challenger brand by some clients, limiting growth. It wanted to target a particular client, air transport communications firm SITA, to reposition from delivery supplier to innovation partner, increasing revenue from the account by 10% along the way.

An ABM campaign - a new approach for NIIT - was created to align with SITA's strategic goals, change perceptions, engage with senior stakeholders globally and establish new, higher-value relationships. Detailed research was gathered on target contacts...

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