How do you unlock opportunity in the world’s most complex organisations?
Customer and Market Research | ABM | Brand Building
WTW (Willis Towers Watson) is a global leader in risk, broking, and people solutions, serving 95% of FTSE 100 and 89% of Fortune 1000 companies. With nearly 49,000 employees in more than 140 countries, WTW helps clients turn risk into growth through data-driven insight, strategic consulting, and deep sector expertise.
WTW wanted to sharpen its approach to enterprise sales and deepen its relationships in 20 high-value target accounts. The goal: identify the right decision-makers, understand what truly matters to them, and tailor outreach for maximum impact.
CHALLENGES
- Complex Account Structures: Navigating large, multifaceted organizations with multiple stakeholders and decision-makers.
- Identifying Key Influencers: Pinpointing the individuals who hold real buying power and influence within target companies.
- Differentiating from Competitors: Understanding how WTW’s offerings stood out in a crowded, competitive market.
- Aligning Messaging with Client Needs: Uncovering the specific pain points and priorities that drive purchasing decisions.
- Personalising Engagement: Creating detailed buyer personas and journey maps to tailor outreach and content effectively.
OUR APPROACH
- Account Mapping: We mapped 20 target organisations, visualiSing their structures and uncovering key buying centers
- Stakeholder Analysis: Identified and profiled the most influential decision-makers and mapped internal dynamics to guide engagement
- Positioning: Highlighting unique value and whitespace opportunities for each account
- Pain Point Identification: Surfaced the challenges and priorities that drive decisions within each account, ensuring relevance at every touchpoint
- Persona & Journey Mapping: Built detailed buyer personas and journey maps, enabling hyper-personalised content and outreach.
RESULT
WTW gained a clear, actionable view of its most important accounts—who to engage, how to reach them, and what messages would resonate. The result: a smarter, more strategic approach to enterprise growth and a foundation for stronger, longer-lasting client relationships.
ASSETS
WHERE DEDICATION MEETS AMBITION
We attack the toughest business challenges from every angle, leaving the best ideas with no place to hide. We don’t just look for a quick fix — we keep going until we find the creative solutions that deliver standout experiences.
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