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Better Business Together
Engaging senior executives to deliver pipeline
Overview
PayPal sought to expand its reach in the UK by targeting a high-profile ecommerce grocery retailer. To enable them to reach their goal the Just Global team developed a bespoke marketing communications plan for an integrated 1:1 ABM campaign. The result blended PayPal’s innovative payment solutions with the grocer’s established reputation, effectively positioning them as an ideal partner and setting the stage for a strategic, long-term collaboration.
The Challenge
This new market opportunity presented unique challenges – PayPal needed to gain access to decision-makers at a higher level at the company. We set out to craft a compelling and personalized value proposition that would start meaningful discussions with the client, and demonstrate how PayPal could enhance the grocer’s ecommerce experience. This required in-depth research into the target account’s business structure, key decision-makers, and market position, ensuring that PayPal’s offering would align perfectly with their values and goals. Achieving this would lay the groundwork for a successful partnership by positioning PayPal as a natural fit for their innovative, customer-centered ecommerce strategy.
The Solution
Our approach began with detailed desk research to gain insights into the target grocer’s ecommerce landscape and identify key decision-makers and influencers. Leveraging these insights, we created a bespoke Account-Based Marketing (ABM) strategy that included a multi-channel communications plan. We developed and deployed always-on LinkedIn Sponsored Content, InMail campaigns, and targeted Out-of-Home (OOH) advertising. We also equipped PayPal’s sales team with tailored communication materials, curated sales playbooks, and engaging content mapped to the customer journey. By blending PayPal’s innovative payment solutions with the grocer’s commitment to community-driven service, we crafted messaging that highlighted the enhanced payment options and user experience PayPal could offer.
The Results
Within three months, the strategy led to increased brand visibility and established PayPal as a credible partner capable of enriching the grocer’s ecommerce capabilities. Through strategic outreach and insightful communication, PayPal demonstrated its value in enhancing payment flexibility and user experience, aligning with the grocer’s goals and values. As a result, PayPal made significant progress in securing a foothold within the UK grocery ecommerce sector, opening doors for long-term collaboration and expansion opportunities.
