The Client

A division of the leading Kin & Carta digital agency group, The App Business (TAB) is an award-winning mobile solutions company and highly focused technology partner, built to enable organisations to thrive in a world where mobile is an expectation – not a device.

From their central London HQ, they have a 150-strong in-house team of product owners, strategists, architects, engineers, and designers focussed on making the world work better, partnering with global organisations to equip them with the capabilities and expertise to know the knowable, and nail the now. At the core of TAB is a deep commitment to radically integrated teams: nimble groups made up of client-side experts and experienced TABbers, focused on co-creating market-leading solutions.

The Challenge

Prior to working with Buyingtime. TAB had hired and fired two other demand gen agencies. Neither had met expectations, which were to be reliable in execution, diligent in target account engagement, and able to deliver leads of the right quality. 

We pointed out that being the 3rd agency to fail would result in the finger of blame pointing at the client rather than us, but we set out to dive into their value proposition (which needed real work), but to capitalise on their pre-existing account mapping and ABM strategy, which was already in train. 

 

The Solution

TAB had 25 gold targets, 50 silver and 100 “other”. They had done all the work to create criteria for themselves, a blend of firmographic information and digital ambition… what was missing was the messaging needed to unlock engagement. They suffered from the classic “we have clever people… what is your challenge” issue that so many services companies do.

Having dug into the value proposition over two days in workshops, then created meaningful content for all parties to use across the sales cycle, our Data Insight Specialists and ABM Consultants focused on effectively generating valuable insight, contacting the right people in the target companies, building well-nurtured prospect relationships and eventually providing TAB with 'warm' engaged leads.

The Outcomes

Across a 24 month period Buyingtime put the TAB sales leadership into 32 meetings with these 75 target companies, resulting in £13m of work won during our tenure. In the 12 months following the outcomes more than doubled with TAB winning a single contract with a leading UK Bank worth £18m.