Betting big on innovation – and winning
Challenge
William Hill, a leading British gaming company, aimed to modernise operations, cut costs and enhance customer experience (CX) in line with its vision to become ‘the world’s most trusted digital gambling brand’. As a long-standing customer, the company’s upcoming tender for its Licensed Betting Office (LBO) network presented a crucial opportunity for BT.
Following William Hill’s merger with 888 however, BT faced challenges in engaging the new stakeholders. At the same time, BT recognised the need to shift customer perception – from being seen as a costly telco or network provider to being valued as an innovative solutions partner and VAR, focused on driving business value and securing revenue. To strengthen their position and win the tender, BT partnered with JPC to develop a high-impact Account-Based Marketing (ABM) strategy, transitioning to a Deal-Based Marketing (DBM) approach to influence the bid process.
Solution
JPC helped BT develop and execute a tailored ABM strategy by:
- aligning BT’s value proposition with William Hill’s transformation goals
- crafting a compelling narrative that showcased BT’s ability to transform the LBO network
- mapping and engaging key decision-makers with targeted messaging.
To help reposition BT as a technology enabler capable of delivering next-generation solutions, JPC developed targeted ABM campaigns that highlighted innovation, security and scalability. Supported by a compelling CVP (customer value proposition) and a range of highly-personalised assets – including sales enablement briefings, a disruptive discussion document, day in the life scenarios, immersive experiences, and a security e-book – JPC’s strategy ensured consistent, relevant messaging across all touch points, and was continuously refined based on data insights.
As the opportunity evolved into a formal tender for the modernisation and future-proofing of the LBO, JPC helped BT shape a DBM strategy that seamlessly integrated connectivity, Wi-Fi and IPTV solutions across William Hill’s estate. By aligning with compliance and digital transformation priorities, and demonstrating BT’s ability to deliver innovative, secure solutions, we were able to influence the deal’s direction ahead of the formal RFP.
When the RFP was released, JPC played a critical role in crafting a clear, persuasive, and solution-focused proposal, simplifying technical content to make it accessible to all decision-makers. Through forensic mock marking and tightening of responses we optimised BT’s impact despite the constraints of the RFP, ensuring their bid addressed William Hill’s key priorities – cost efficiency, regulatory compliance, and innovation – while emphasising competitive differentiators and win themes.
Outcome
JPC’s meticulously executed ABM-to-DBM approach secured BT a £14m contract over 69 months, strengthening their strategic partnership with William Hill and cementing their position as a technology leader in the gaming sector.
BT’s bid success highlights the power of ABX-driven transformation – where deep customer understanding, strategic engagement, and collaboration convert marketing and sales investment into clear revenue.
“Although there has been great success in securing a key contract with a longstanding client, the lasting impression and “ripple” that effective ABM activity creates allows for relationships to only deepen as time progresses. The support myself and my wider account team received via JPC – from crafting the CVP through to shaping the bid response – was second to none.”
Chris Cowie,
Client Partner, BT