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Opportunity

Pitney Bowes Business Insight was created by the acquisition and merger of two major companies: MapInfo and Group 1 Software. Some two-and-a-half years after its inception, the new organization continued to represent itself as different businesses in which the sum was not greater than its parts.

Winsper took on the challenge to evolve the company’s positioning and go-to-market strategy from a product/feature approach to a vertical, benefit/solution approach and move into the Customer Relationship Management category. And provide a unified, consistent and cohesive brand globally, inclusive of all verticals, solutions, capabilities, and products.


Strategy

Focus on the “Customer” of customer relationship management, and the ability of Pitney Bowes Business Insight to help organizations and enterprises to know more about their customers. Because the more you know about your customers, the more you can do for them.


Idea

Insight = Advantage.
Pitney Bowes Business Insight turns customer insight into competitive advantage.


Results

The first-ever integrated, global campaign from Pitney Bowes Business Insight has run in North and South America, EMEA, and APAC and resulted in more than 27 million impressions. Expanding online ad units have delivered unfurl rates of greater than 40% and click-through rates in excess of 15%. Winsper’s strategy has also been embraced enterprise-wide to include sales training and enablement; partner and alliance programs; and global product and capability lead-generation programs.