A one-to-few ABM programme for Train Operating Companies (TOCs), built on dedicated research rather than assumptions about the market.
The challenge
TOCs had been identified as a significant growth opportunity sector, with a particular focus on winning a first onboard cleaning contract to establish credibility in the market. Stakeholders wanted to move quickly with marketing the services.
The challenge was ensuring the programme was built on genuine market and account insight, while creating a proposition that could stand out in a highly competitive market.
The approach
The programme started by challenging assumptions, using research to understand what mattered most to rail operators before deciding how to engage them.
Rather than rushing into activity, the assumption that the market was understood well enough to engage was challenged. Despite pressure to move faster, funding was secured for dedicated research and sales helped identify three priority operators with upcoming tender opportunities.
The research revealed that operators were focused on improving passenger experience, increasing operational efficiency and accelerating progress towards net zero, against a backdrop of performance pressures, the transition towards Great British Railways and a return to public ownership.
The opportunity was not simply to sell cleaning services. It was to position the organisation as a strategic partner able to help operators improve performance and navigate transformation. What began as a cleaning-led initiative evolved into a broader programme bringing together engineering, sustainability, security and operational expertise.
A rail-focused web experience was developed, including an interactive station map showing the breadth of support available across the rail estate, supported by targeted content, industry sponsorship, event activity and a sales enablement toolkit.
The impact
The shift from selling services to solving operator challenges transformed the organisation's approach to the rail sector.
The programme engaged 77% of the target audience, helping establish visibility and credibility within a highly competitive market.
Since launch, the opportunity pipeline grew by 50% and the business secured four new wins.
The perfect example of sales, marketing and operations working together.
The results
77%
of the target audience engaged by the programme
50%
growth in opportunity pipeline since launch
4
new wins secured in a highly competitive market
1:few ABM. Programme led by Amanda Weekes during her in house career, before AWX.
More work
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