AMADEUS MARKETING STRATEGY
CHALLENGE
Define a winning marketing strategy for the Amadeus Hospitality division across eight unique product categories and four global audience segments with limited resources.
From 2019 to 2023, the product set increased from 20 to 30 solutions and the marketing team grew from 20 to 30 team members through several mergers and acquisitions.
SOLUTION
Due to limited team members and budget in comparison to the product suite, I defined a marketing strategy focused solely on brand awareness and lead generation with the goal of driving new sales.
The products we inherited through acquisitions did not have clear positioning. Each product area was systematically led through a repositioning exercise, including a cross-functional workshop, that I or a member of my team facilitated. Each product repositioning, which I gave final sign-off on, required new messaging to be rolled out across all marketing materials, while simultaneously continuing to market the solution and drive leads.
With limited budget, we focused on high-value inbound content campaigns. Using the buyer personas I created, the team created thought leadership content that would help address the most pressing needs of the target audiences. By building brand reputation and trust in the industry through our content, we were able to gain a greater share of mind when the audience was ready to consider a purchase.
Once a contact downloaded the ebook or white paper, we would further nurture the contact with other related content and finally seek to convert them into a buyer by telling them more about our solutions.
RESULTS
In four years, we:
Increased marketing influenced new sales by 230%+
Increased the marketing influenced percentage of new sales from 3.5% to 10% (total company new sales change was 16% from 2020 to 2024)
Increased marketing influenced pipeline by 200%+
“Jacki was a critical team member, critical thinker, and an amazing team leader that is both loved and respected by team members, peers and colleagues across the organization. Jacki was a fundamental leader that helped us transform to a true agile marketing team, and create a powerhouse marketing organization, that is respected across the industry. A marketing leader that always brings her A-Game on, that is Jacki Brown, I couldn’t have done it without you!”
