Creating predictable pipelines, at scale
For over 30 years, DXC Technology and Oracle have provided dynamic technology leadership to customers looking to accelerate agility, global scalability, and deeper business insights. But to promote their Oracle Cloud migration services in NAM and EMEA, DXC approached MOI to apply an account-based solution.
The not-so-B2B high spot: Creating content to gather data first—not the other way around.
Not every company is at the same stage in their cloud migration journey. Some may face implementation challenges, or already run Oracle apps on premises. To gain cut-through in these regions, we needed to develop a full-scale campaign that addressed these business problems at an account-based level.
DXC didn’t have insights on its 200 chosen target accounts, and manual insight gathering wasn’t an option. So we had to create content that enabled us to gather data. Using this data, we could inform new content during the campaign, create bespoke nurture streams for each account, and tailor follow-up discussions according to their specific criteria.
To kickstart our awareness programme at the 1-to-many stage, we created a Customisable Migration Guide (CMG). This asset not only helped us gather the necessary account-based insights, but it also informed how we tailored content throughout the rest of the campaign. Following the CMG in the 1-to-few stage, we developed a personalised business case, featuring a peer-to-peer video and a one-pager, delivered directly by sales with a personal letter. For our 1-to-1 approach, we invited high-value accounts to schedule a peer-to-peer workshop, planning their migration journey, key stages, and benefits.
After a highly targeted campaign engaging 200 accounts in the USA, UK, DACH, and France, DXC achieved an ROI of 98:1. With 40 qualified sales meetings, 10 sales opportunities, and 5 closed deals, this highly successful campaign led to a global rollout in southern Europe, South America, and ANZ.