How a global B2B brand unlocked growth by tracking what really drives consideration
In a complex and fast-moving software category, even established leaders can be outpaced.
As a global leader in travel, expense and invoice solutions, our client needed more than the surface-level metrics they were getting from their existing brand tracker. With new entrants gaining traction and legacy perceptions weighing on the brand, they needed clarity on how to sharpen their positioning and protect their edge, and to link perceptions to purchase consideration.
The challenge: From static metrics to strategic clarity
With years of tracking behind them, this leading B2B brand was seeing little movement in the numbers. Worse, the data they got barely linked to the KPI that mattered most: purchase consideration. The business needed clarity on which perceptions drove choice, which ones held them back, and how to cut through in a crowded market.
Three issues stood out:
- Competitors were multiplying fast, eroding differentiation in an already complex space.
- Legacy tracking failed to pinpoint the perceptions that truly influenced consideration, leaving the brand unsure where to focus.
- As part of a wider portfolio, they needed to stay fresh and innovative without being weighed down by the baggage of a legacy parent brand.
Services used:
The solution: Zeroing in on what drives choice
We rebuilt the tracker around the KPI that mattered most: purchase consideration. The analysis revealed which perceptions actually shaped decision-making, and flagged signals to watch as competition intensified,
Tracking these factors consistently now gives a direct line of sight between perceptions, campaigns, and outcomes.
The impact: Marketing with focus
Three qualities stood out as decisive for financial decision-makers: innovation, trust, and efficiency.
By anchoring campaigns around these drivers, the brand cut through the noise and sharpened its edge. The payoff was immediate, with stronger consideration, rising market share, and impressive revenue growth.
Looking ahead: Tracking that powers growth
The tracker is now hardwired into the client’s global marketing strategy, built to flex as the market shifts. With clarity on the drivers of choice, the brand can focus on the levers that deliver lasting commercial impact.
