Brandwatch
- Opportunities created
67
Opportunities created
- Of accounts worked converted to opportunity
21%
Of accounts worked converted to opportunity
Company overview
Brandwatch is a global social listening and social media management company with over 1,000 employees across 8 global offices.
They have built one of the deepest consumer-intelligence capabilities in the market: proprietary social listening technology that turns billions of online conversations into board-level insight for some of the world's biggest brands.
The challenge
The commoditisation problem. Brandwatch's outbound positioned them as “social media management”. In a saturated market, that forced them into price wars against thousands of lower-quality competitors. They were selling execution - commoditised - when what they owned was intelligence.
Spray and pray. The outbound motion was high-volume and generic, and the maths of that is brutal when your real market is enterprise. The addressable market for consumer intelligence at that level is finite, and every generic email spent against it is an account taught to ignore you. Senior decision-makers' attention, once burned, is not easily won back.
There was no mechanism for discovering which pains actually convert, which personas actually buy, or why. And a funnel like that compounds its own problems: you discount to convert weak interest, absorb scope creep to keep it, and watch the margin suffer first and the work second - while competitors with weaker technology win the logos, because they cracked distribution.
What's important
The barrier to scale wasn't a deficit of capability. It was a failure of positioning - and the fix follows a few principles we hold on every engagement.
Sell intelligence, not execution. The market pays a premium for what only you can know, and a commodity rate for what anyone can do. The proprietary tool was the business; the posts were the packaging.
Diagnose before you pitch. The shift is from getting in front of CMOs to identifying specific structural deltas inside target accounts - the gap between an account's board-level goals and its current reality - and validating that pain with a hypothesis before the prospect has framed the problem themselves.
Disqualify radically. Brandwatch's social listening capability was most valuable to high-velocity B2C sectors where consumer sentiment moves revenue in real time. So the target list narrowed hard: away from marketing managers wanting content calendars, toward CMOs and brand directors at challenger banks and enterprise retailers who needed risk mitigation and consumer data.
Precision over volume. We work an account-based conversion rate, not activity metrics. On this engagement, 21% of accounts worked converted to opportunity.
What ran
01 · Foundation
Total clarity on who you sell to and why you win
Ideal client profiling, the full addressable market mapped and validated, buyer personas, competitive intelligence, offer alignment. This is where “social media management” became “real-time consumer intelligence that drives product roadmaps”.
02 · Model
A controllable, visible path to revenue
Personalised pipeline modelling with inputs embedded against data-driven targets, worked through together in person.
03 · Advanced prioritisation
Campaigns with purpose
Our investment-propensity algorithm run across the whole market map, real-time search intelligence - press releases, executive podcasts, job movers - and data-driven account selection, each account carrying its own hypothesis.
04 · Focus
Relentless execution against the hypothesis
One-to-one personalised omnichannel campaigns, well-researched cold calling, and ongoing LinkedIn presence building the relational layer.
05 · Progression
A genuinely qualified pipeline
Pre-meeting research briefs on everyone in the room, active qualification, multi-threading wide in the account rather than waiting to be introduced.
06 · Compounding
Transparent analytics tracked against the hypothesis
What is working, what is not, what changes next week. Each enterprise win producing the case studies and references that make the next one easier.
Why Azorro
We didn't write better emails. We re-engineered who Brandwatch targeted and what they sold, then ran the full six-phase system, hands-on.
The outcome
- Opportunities created
67
Opportunities created
- Of accounts worked converted to opportunity
21%
Of accounts worked converted to opportunity
Ready to see?
Thirty minutes. No deck, no pressure - just whether this fits.