PwC Marketing Strategy 2024: A Case Study

PwC, the world’s largest professional services firm, is renowned for its expertise in marketing consulting, providing clients with comprehensive solutions to drive growth and achieve their business objectives. With a global presence in 154 countries and over 175,000 employees, PwC operates on a scale that enables them to deliver exceptional results.

At the core of PwC’s marketing strategy for 2024 is the integration of data analytics and technology to gain valuable insights and develop innovative marketing campaigns. By leveraging their industry knowledge and understanding of consumer behavior, PwC aims to drive real-world change and create impactful campaigns that resonate with their target audience.

Key Takeaways:

  • PwC operates offices in 154 countries, showcasing its extensive global presence.
  • PwC has a team of over 175,000 employees worldwide, underlining the scale of their workforce.
  • PwC’s marketing campaigns aim to drive real-world change and deliver exceptional results.
  • PwC utilizes platforms like LinkedIn, Facebook, Twitter, and YouTube in their social media marketing efforts.
  • SEO strategies are crucial for PwC’s marketing approach to improve organic keyword rankings and drive traffic to their website.

As the global consumer class continues to expand, with an estimated reach of 5 billion people by 2031, PwC recognizes the importance of sustainability and consumer preferences. Research shows that consumers are willing to pay a premium for sustainably produced goods, with 46% actively seeking out sustainable products to reduce their personal impact on the environment. Additionally, health-conscious choices, such as increasing intake of fresh fruits and vegetables, are a priority for 52% of consumers.

With a focus on continuous improvement, PwC has streamlined their marketing planning process to provide detailed insights into each activity, including planning, program, campaign, and tactic. This approach enables PwC to measure the impact of their marketing efforts and demonstrate return on investment (ROI) to key stakeholders within the organization.



PwC’s marketing transformation has not only added value internally but has also strengthened client relationships and led to targeted group engagement. By embracing the power of marketing, PwC has positioned it as a business driver that contributes to the overall success of the organization.

Overall, PwC’s marketing strategy for 2024 combines data-driven insights, innovative campaigns, and sustainable practices to deliver exceptional results in an ever-evolving market.

About PwC

PwC, also known as PricewaterhouseCoopers, is a leading professional services firm in the global market. With over 286,000 employees worldwide, PwC offers a wide range of services including accounting, auditing, tax, advisory, deals, consulting, legal, digital, and sustainability & climate change services.

Founded in 1998 through a merger between Price Waterhouse and Coopers Lybrand, PwC has established itself as a prestigious and trusted firm. In fact, PwC was ranked as the most prestigious company globally for seven consecutive years and in North America for three successive years, according to Vault Accounting.

Operating in more than 150 countries and with offices in 756 locations, PwC serves a diverse clientele across various sectors such as mining, energy, automotive, entertainment, communications, and media. Approximately 40% of PwC’s work is focused on European companies, highlighting the firm’s global reach and expertise.

PwC adopts a value-based pricing approach for its advisory and consultancy services, ensuring that clients receive perceived value in return for their investment. With strategic operations in major financial hubs like New York, London, and Hong Kong, PwC caters to key clients and industries, providing them with top-notch professional solutions.

Recognizing the importance of digital transformation, PwC invests heavily in digital tools and platforms that facilitate virtual collaboration and enhance client experiences. Through its high-end marketing and sales strategies, such as advertisements in print and online media, client feedback programs, search engine optimization, and social media engagement, PwC effectively promotes its services and maintains its reputation as a leader in the professional services industry.

PwC Key Statistics:

Employees Services Global Presence Prestige Ranking
286,000 Assurance, Tax, Advisory, Deals, Consulting, Legal, Digital, Sustainability & Climate Change Services 150+ countries, 756 locations Ranked most prestigious globally for 7 years

PwC’s Marketing Services

PwC is a leading global consulting firm that offers a wide range of marketing services to help companies achieve their business goals. Leveraging their expertise and experience, PwC provides market research analysis, branding and positioning, marketing campaign optimization, and data-driven marketing strategies to drive growth and enhance customer engagement.

Market research analysis is a cornerstone of PwC’s marketing services. By analyzing market trends, consumer behavior, and competitors, PwC helps companies gain valuable insights to make informed business decisions. This data-driven approach enables businesses to identify market opportunities, target the right audience, and tailor their marketing strategies accordingly.

Branding and positioning are vital for companies to establish a strong market presence and differentiate themselves from competitors. PwC works closely with clients to develop compelling brand identities, positioning statements, and messaging strategies that resonate with their target audience. Through careful analysis and market understanding, PwC helps clients build brands that evoke trust and loyalty.

Marketing campaign optimization is another area where PwC excels. With a focus on measurable results, PwC leverages data analytics and performance metrics to optimize marketing campaigns, ensuring that the right message reaches the right audience through the most effective channels. By continuously monitoring and refining campaign strategies, PwC maximizes the return on investment for their clients.

Data-driven marketing strategies are at the core of PwC’s approach. PwC recognizes the power of data in understanding customer preferences, tailoring marketing efforts, and driving personalized experiences. By utilizing advanced analytics and insights, PwC helps clients create targeted marketing strategies that deliver impactful results.

PwC’s commitment to delivering exceptional marketing services is evident in their partnership with industry-leading agencies such as Origin-Interactive, HatchWorks, Digitalwave, Incentivated, Modicum, Rehash Studio, Catchword, and JL Media. These collaborations allow PwC to leverage specialized expertise and deliver comprehensive marketing solutions to clients across various industries.

Through their marketing services, PwC empowers businesses to optimize their marketing efforts, enhance customer experiences, and achieve sustainable growth. With their strategic insights, data-driven approach, and innovative solutions, PwC remains at the forefront of the marketing industry, helping clients succeed in an ever-evolving business landscape.

PwC’s Marketing Strategy Approach

PwC’s marketing strategy is built upon a strong foundation of segmentation, targeting, and positioning. Recognizing that every business has unique needs and challenges, PwC takes a customer-centric approach to tailor their marketing efforts accordingly.

By deeply understanding the requirements and aspirations of their clients, PwC positions themselves as trusted advisors and industry leaders. This approach enables them to effectively address the specific pain points and goals of their target audience.

Market winners, as identified in PwC’s Market Winners’ Surveys, have reported better outcomes in reducing business risk compared to those who are still in the process of implementing changes. These organizations recognize the significance of customer-centric transformation initiatives and focus on upgrading existing infrastructure to ensure sustainable growth.

When implementing customer transformation, PwC’s market winners prioritize investing in areas that yield improved outcomes such as reduced business risk, improved employee productivity, faster time to market, and improved business agility. By emphasizing the need for consistent customer experiences across all channels, market winners aim to create a seamless journey for their customers.

Customer segmentation analysis plays a vital role in PwC’s marketing strategy, enabling them to define and treat customer groups effectively. This analysis helps them understand the unique characteristics and preferences of each segment, enabling personalized marketing messages and experiences.

In addition, PwC leverages AI-enabled solutions to enhance their sales operations. By decreasing the time required for sales stages and processes, these solutions increase efficiency and effectiveness in engaging with customers.

With the cost of acquiring new customers on the rise, PwC understands the importance of optimizing the Customer Acquisition Cost (CAC). They leverage chatbots and AI-enabled customer portals to facilitate self-service for buyers, improving the overall efficiency of sales interactions.

PwC’s marketing strategy also emphasizes the importance of targeted Account-Based Marketing (ABM) to drive demand generation and deliver tailored messages to ideal customers. By focusing on the unique needs and pain points of these customers, PwC ensures their marketing efforts are highly impactful and relevant.

Overall, PwC’s marketing strategy approach combines customer-centricity, segmentation, targeting, and positioning to create meaningful connections with their audience and drive sustainable growth for their clients.

PwC’s Impactful Marketing Campaigns

PwC has a proven track record of executing impactful marketing campaigns that resonate with their target audience. One of their notable campaigns is “The New Equation” campaign, which showcases PwC’s commitment to driving real-world change through their high-quality work.

This campaign was inspired by leading B2C brands like Apple, Netflix, and Uber, who have successfully transformed their industries. PwC embarked on a transformation journey to redefine their marketing strategy, clearly positioning their core topics and competences.

As part of this transformation, PwC implemented a multi-platform and AI-enabled marketing technology stack based on Salesforce Marketing Cloud. This advanced technology stack allowed them to target segmented audiences, overcoming challenges related to profiling capabilities and disconnected data sources.

PwC also prioritized the development and implementation of a digital upskilling program for their marketing staff, emphasizing people engagement and continuous skill improvement. By investing in their team’s capabilities, PwC ensured that they stay ahead of the curve in the rapidly evolving marketing landscape.

One of the key shifts in PwC’s marketing approach was transitioning from using spreadsheets and other martech tools to Uptempo for digital marketing. This move showcased their commitment to online, multichannel, and closed-loop-type marketing strategies.

With Uptempo, PwC marketers were able to streamline planning, eliminate silos, and gain a better overview of their marketing activities at a detailed level. The integration of financial data with Uptempo also provided valuable insights for making data-driven marketing decisions based on campaign outcomes, such as generated leads and clicks. This financial management tool became critical for PwC from a financial perspective.

Key Highlights of PwC’s Impactful Marketing Campaigns
Lack of clear view of marketing ROI or performance-based marketing KPIs hindered growth
Difficulty in distinguishing PwC from direct competitors
Transformation journey inspired by leading B2C brands like Apple, Netflix, and Uber
Implementation of a multi-platform and AI-enabled marketing technology stack based on Salesforce Marketing Cloud
Development and implementation of a digital upskilling program for marketing staff
PwC switched from using spreadsheets and other martech tools to Uptempo for digital marketing
PwC highlighted a shift in viewing marketing as an investment rather than a cost
PwC marketers were able to streamline planning, eliminate silos, and gain better visibility of their marketing activities with Uptempo
Integrating financial data with Uptempo provided valuable insights for data-driven marketing decisions
PwC expressed interest in adopting Uptempo’s performance module to further enhance their marketing strategies

PwC’s impactful marketing campaigns have established their brand as a leader in the industry, showcasing their ability to drive real-world change through their high-quality work. As they continue to leverage data, technology, and innovative strategies, PwC remains at the forefront of the evolving marketing landscape.

PwC’s Social Media Strategy

PwC recognizes the significant impact of social media marketing in reaching and engaging their target audience. To maximize their online presence, PwC strategically utilizes various social media platforms, including LinkedIn, Facebook, Twitter, Instagram, and YouTube.

By actively participating in these platforms, PwC establishes themselves as thought leaders in the industry, sharing valuable insights, and connecting with their audience. This enables them to promote their services effectively while fostering meaningful engagement.

LinkedIn plays a crucial role in PwC’s social media strategy, as it allows them to target and reach senior business decision-makers across industries. Through their presence on LinkedIn, PwC creates awareness and showcases their extensive technology capabilities to potential clients.

PwC’s Facebook, Twitter, Instagram, and YouTube accounts serve as additional channels to connect with a wider audience. They leverage these platforms to share informative content, industry news, and updates about their services.

Understanding the power of social commerce, PwC actively engages with their audience on social media platforms. They capitalize on the fact that more than 25% of social media users have made a purchase after engaging with brands and influencers. By driving traffic back to their owned channels through LinkedIn ads and compelling content, PwC successfully converts social media engagement into sales.

Additionally, PwC’s social media strategy aligns with the growing trend of making purchases directly on social networks. According to Forrester, 61% of US online adults younger than 25 have completed a purchase on a social network without leaving the website or app. PwC aims to leverage this trend and create seamless user experiences for their audience.

The significance of social data in driving business intelligence is not lost on PwC. As stated by The State of Social Media report by Sprout Social and The Harris Poll, 85% of executives view social data as a primary source of business intelligence. PwC recognizes this potential and utilizes social media analytics to gain insights into market trends, customer behavior, and competitor analysis.

PwC’s social media strategy, combined with their exceptional content and thought leadership campaigns, is integral to their overall marketing efforts. Their ability to captivate their target audience and generate tangible results demonstrates the effectiveness of their social media marketing approach.

PwC’s SEO Strategies

At PwC, we understand the importance of search engine optimization (SEO) in driving organic keyword rankings and increasing website traffic. Our SEO strategies are designed to maximize visibility and reach, ensuring that our clients’ websites are found by their target audience.

By implementing effective SEO measures, we have witnessed significant results in terms of both traffic and conversions. Studies have shown that traffic and client engagement can surge by up to 257% within the initial three months when SEO measures are applied. Additionally, companies can experience up to 350% or more conversions with an effective SEO strategy in place on their website.

One notable success story involves a client who, after 16 months of implementing our SEO strategies, saw their ranking keywords increase from 1,100 to 5,600, with traffic soaring from 0 to over 78,000 visits per month. Another client saw remarkable growth within just 8 months, going from 4,800 to 27,000 ranking keywords, while their website traffic increased from 0 to over 650 visits per day. These statistics demonstrate the impact that SEO can have on increasing website visibility and driving traffic.

It is important to note that SEO is not a quick-fix solution but rather a long-term strategy for sustainable growth. That is why at PwC, we focus on building strong relationships with our clients. In fact, 97% of our clients stay with us for more than 3 years on average, with most remaining for over 8 years.

With over 8.5 billion searches conducted on Google daily, it is evident that businesses cannot afford to ignore the power of SEO in today’s digital market landscape. By leveraging SEO strategies, companies can enhance their brand visibility, increase website traffic, and ultimately boost conversion rates.

Keyword research is a fundamental aspect of our SEO approach. We understand the importance of identifying target audience search patterns and incorporating relevant keywords into website content. This allows us to optimize our clients’ websites, making them more visible to search engines and, in turn, to potential customers.

Furthermore, we recognize the significant role that social media plays in inbound marketing strategies. Social media platforms provide an excellent opportunity to engage with potential customers, promote brand awareness, and drive traffic to websites. When implementing SEO strategies, we ensure that the appropriate social media platforms are selected based on the target audience demographics, allowing us to create engaging content for maximum impact.

Ultimately, at PwC, we believe that a comprehensive SEO strategy is essential for businesses looking to establish organic keyword rankings, increase website traffic, and achieve long-term success in the digital marketplace.

PwC’s Content Marketing Approach

PwC understands the power of content marketing in engaging and informing their audience. They prioritize the creation of informative content that adds value and showcases their expertise in the industry.

One of the key components of PwC’s content marketing strategy is the production of engaging blog posts and press releases. These mediums allow them to share valuable insights, thought leadership, and industry updates with their audience.

By consistently producing informative content, PwC aims to establish themselves as a trusted resource and go-to thought leader in their field. They prioritize providing meaningful content that educates, inspires, and addresses the challenges faced by their target audience.

Through their content marketing efforts, PwC aims to build brand visibility and position themselves as a valuable partner for their clients. By addressing the needs and interests of their audience, they can drive awareness and consideration for their services.

Maria, a key figure in PwC’s marketing team, recognizes the importance of a holistic approach to content marketing. She believes in the power of connecting the PwC brand to significant issues and consistently evolving their marketing efforts to stay relevant in the market.

PwC also emphasizes the significance of being a purpose-led organization. They strive to ensure that clients feel the company’s purpose when interacting with the brand, fostering trust and loyalty.

Furthermore, PwC’s leadership team is actively involved in strategically investing in the brand. They leverage data and insights to assess brand performance and make informed decisions, recognizing the value of ongoing investment in protecting and promoting the brand’s value.

Overall, PwC’s content marketing approach centers around delivering informative and impactful content through various channels, including blog posts and press releases. Through these efforts, they aim to establish themselves as a trusted resource and build strong connections with their audience.

PwC’s Mobile App Development

PwC understands the power of mobile apps in today’s digital landscape. With a focus on accessibility, convenience, and client engagement, PwC has developed a range of mobile apps that provide seamless access to their services and enable enhanced interactions with their clients.

One notable example is PwC’s utilization of the Appian platform, which has garnered recognition through product awards in 2018, 2019, and 2020. By leveraging Appian’s capabilities, PwC has been able to develop innovative solutions that have revolutionized various aspects of their operations.

An outstanding achievement is the Next Generation Onboarding solution developed using Appian. This solution has resulted in significant time savings of approximately 64,000 hours across about 800 contingent workers, showcasing the efficiency and impact of PwC’s mobile app development efforts.

Furthermore, PwC’s integration of Appian into deal settlement processes for private markets alternative asset managers has led to approximately 40% efficiency gains. This demonstrates the transformative power of mobile apps in streamlining complex financial operations.

The Interactions Hub solution, enabled by Appian, has allowed PwC to digitize crucial processes such as consulting engagements, speaker programs, and expanded access programs. This digitalization has not only enhanced accessibility for clients but also improved operational efficiency.

Appian: Empowering PwC’s Mobile App Development

Appian’s zero-code integration capabilities have made it an ideal platform for PwC to advance their current solutions and programs with reduced integration time. Its low code automation platform unites workflow, artificial intelligence, and robotic process automation, enabling efficient applications development that caters to the unique needs of PwC’s clients.

PwC has successfully integrated Appian’s capabilities into their IT practices without adverse effects on the environment. This seamless integration ensures a smooth experience for both clients and internal users.

With PwC’s Appian team’s expertise in effectively utilizing the platform and avoiding potential pitfalls, the firm can provide industry-focused services globally to public and private clients. This mobile app development capability distinguishes PwC as a market leader in leveraging technology to drive client satisfaction and operational excellence.

Additionally, building apps on recognized industry platforms such as Appian and the Microsoft Power Platform allows PwC to reduce in-house development costs while leveraging ongoing updates and developments from these renowned platforms. This strategic approach empowers PwC to deliver cutting-edge solutions to their clients quickly and efficiently.

In conclusion, PwC’s mobile app development efforts, enhanced by powerful platforms like Appian, have transformed the way they engage with clients. By prioritizing accessibility, convenience, and client engagement, PwC is able to provide innovative solutions and industry-focused services on a global scale.

Conclusion

Through implementing a comprehensive PwC marketing strategy, which leverages the power of digital marketing, data analytics, and strategic planning, PwC has successfully positioned itself as a leading force in the professional services industry. By offering a range of impactful marketing campaigns that drive growth and deliver exceptional results, PwC has gained market dominance and reinforced its reputation as a trusted advisor.

By streamlining various aspects of their operations, such as standardizing lead status values, opportunity types, opportunity stage values, and account types, PwC has achieved significant improvements in efficiency and effectiveness.

The anticipated impact of PwC’s marketing strategy includes increased total revenue, sales per customer, and deal conversion rates, along with improvements in sales cycle time, customer satisfaction, and gross margin. Additionally, cross-selling and upselling opportunities are anticipated to rise substantially. These achievements align with the growing trend among companies to invest heavily in customer strategy and prioritize the implementation of effective marketing approaches.

FAQ

What services does PwC offer as part of its marketing strategy?

PwC offers a wide range of marketing services, including market research analysis, branding and positioning, marketing campaign optimization, and data-driven marketing strategies.

What is PwC’s approach to marketing strategy?

PwC’s marketing strategy revolves around segmentation, targeting, and positioning. They tailor their marketing approach to meet the unique needs of different firms and focus on a customer-centric approach.

Can you give examples of PwC’s impactful marketing campaigns?

PwC has executed impactful marketing campaigns, such as their renowned “The New Equation” campaign. This campaign highlights PwC’s commitment to real-world change and showcases their expertise in delivering high-quality work that addresses complex business challenges.

How does PwC utilize social media in their marketing strategy?

PwC recognizes the importance of social media marketing and has a strong presence on platforms like LinkedIn, Facebook, Twitter, Instagram, and YouTube. They actively engage with their audience, share valuable insights, and promote their services through these platforms.

What SEO strategies does PwC implement?

PwC focuses on implementing effective SEO strategies to improve their organic keyword rankings and drive traffic to their website. They prioritize maximizing visibility and reach through search engine optimization techniques.

How does PwC approach content marketing?

PwC’s content marketing approach emphasizes creating informative and impactful content, including blog posts and press releases. They strive to provide valuable insights to their audience and showcase their expertise in the industry.

Does PwC have mobile apps for their services?

Yes, PwC has developed mobile apps for different services to enhance accessibility and convenience for their clients. These apps provide easy access to PwC’s offerings and promote seamless client engagement.
About the author

Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.