Case Study · Account-Based Marketing · B2B

Client

Cushman & Wakefield

B2B real estate,
driven by ABM

Reducing dependence on offline channels and engaging key stakeholders at scale for a global commercial real-estate leader - through an Account-Based Marketing approach.

+120%

Warm-prospect reach

+30%

Internal employee queries

ABM

Account-Based Marketing led

Client

Cushman & Wakefield

Industry

Commercial real estate

Region

India

Duration

6+ Years

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01The Client

A global name in commercial real estate.

Cushman & Wakefield Inc. is an American commercial real-estate services company with global headquarters in Chicago and regional headquarters worldwide. Around 90% of the business it generates involves offline networking, co-branding and large-scale events and conclaves - routes that accelerate deal flow but create heavy dependence on third-party offline vendors.

Industry

Commercial real estate services

Service focus

ABM, social, content, email & ads

Region

India

Objectives

Avoid delays in the sales cycles of a niche industry.

Actively reach key stakeholders in the realty business and engage users at scale.

Reduce dependence on third-party offline vendors with focused digital engagement.

Engage employees across Indian subsidiary branches to promote workplace synergies.

02The Challenge

Breaking a heavy offline dependence.

With 90% of business driven by offline networking and events, C&W needed to reach niche stakeholders digitally and engage employees across subsidiaries.

Long sales cycles

Avoiding delays in the sales cycles of the niche realty industry.

Stakeholder reach

Reaching key stakeholders in the realty business and engaging users at scale.

Offline dependence

Reducing reliance on third-party offline vendors through focused digital engagement.

Employee engagement

Promoting synergies and celebrating work culture across Indian subsidiary branches.

03Our Approach

An agile, account-based approach.

The team proposed Account-Based Marketing (ABM) - an agile, strategic approach tailored to the buyer stages of a niche B2B service category.

SMART KPIs & buyer stages

Defined SMART (Specific, Measurable, Achievable, Relevant, Time-bound) key performance measures.
Identified five buyer stages in the service-niche category and worked on key measures for each, simultaneously with C&W.

Data, personas & journeys

Mined data to create a deeply segmented list, synthesised into meaningful customer personas and journey maps.
Defined the online value proposition (OVP) before launch, reviewing the business and audiences in detail.
Running 3–4 layered lead-generation campaigns with multi-touch remarketing strategies.

Measurement & remarketing

Analysed campaign performance using KPI dashboards and customised analytics for the marketing team.
Currently running multi-layered lead-generation campaigns with multi-touch remarketing strategies.

Capabilities enabled

Social media marketingContent marketingE-mail marketingMarketing automationAds - Facebook, LinkedIn, Google Search & Display

◆The Work

The creative that carried it.

A look at the work The Brand Bee produced for Cushman & Wakefield.

Social

Social that earns attention. Scroll-stopping creative made for the feed.

Content

Content that does the work. Crafted to inform, engage and rank.

Lifecycle

Messaging that stays close. Lifecycle journeys across email and WhatsApp.

04Results

More reach, more engaged people.

An ABM-led programme that grew warm-prospect reach and lifted internal engagement across subsidiaries.

+120%

Increase in warm-prospect reach

+30%

Increase in internal employee queries on culture

3–4

Layered lead-generation campaigns running

30% increase in employee queries within C&W subsidiaries on corporate culture, with greater internal attentiveness.
120% increase in warm-prospect reach, with paid-campaign data helping the sales team plan ahead.
Designing focused drip campaigns across different areas of business expertise.

05The Outcome

Digital engagement, at B2B scale.

By introducing Account-Based Marketing - with SMART KPIs, buyer-stage mapping, deep segmentation and KPI dashboards - The Brand Bee helped Cushman & Wakefield reduce offline dependence, grow warm-prospect reach and deepen internal engagement, with layered lead-generation programmes now running.

Deeptanshu Bansal

Founder & CEO, The Brand Bee

Towards Better

B2B real estate,
driven by ABM