What builds support for our new consultancy service?

Give potential champions a proposition centred on the business change the consultancy could help them achieve, rather than a description of the service alone. IBM Garage brought IBM experts and client leaders together to solve specific business challenges using modern design techniques and IBM technology. The Frameworks developed the value proposition and the campaign concept, "Where it happens", around the space and the transformational change possible inside it. The practical lesson is to connect the consultancy model to a clear reason for clients to engage. Gartner reported in 2026 that B2B buyers combine digital research, AI and human interactions, turning especially to sales representatives when identifying a preferred supplier, securing internal support and finalising a purchase.

Make the consultancy service tangible for people inside the accounts where support matters. IBM Garage needed champions within a handful of specific target accounts, rather than a broad audience. The Frameworks built an integrated account-based marketing campaign around a premium interactive book and an immersive 360 video experience. The physical and digital formats brought prospective clients into the IBM Garage environment, giving audiences a way to explore the offer rather than simply read a service description. The campaign helped generate $62 million in lead progression in five months, with page engagement running at twice the average across IBM's site. For a new consultancy, the practical priority is to choose experiences around the potential champions the campaign needs to engage, not broad awareness alone.