As a challenger brand in a mature market (CRM), with two dominant players, the same old playbook was not going to work. The CMO devised a radical new strategy. Grounded in market research, the plan was to call out the existing big brands as providing 'Bullshit CRM', and positioning Workbooks as the 'no-BS alternative'.  

The result was a bold, creative and award-winning campaign that pulled the rug out from under Workbooks’ competition. 
In this session, delegates will learn

1. How to pitch and achieve buy-in for radical ideas. 
2. The importance of emotional resonance for connecting with B2B audiences and why, for SMEs, playing it safe means being ignored.
3. How to balance data with creativity.
4. Why traditional channels are still indispensable.
5. The power of focusing on differentiation and long-term brand recognition, over immediate conversions.

Join this session to learn how to run a bold and disruptive marketing that connects with customers and undercuts the competition. 

Track: Harnessing Creativity