Sphere Partners is a boutique tech consulting company in USA. My key goal for the company was to tap into the demand for Data and AI services within the company’s target group.

The exceptionally high competition in this field coupled with the relatively unknown brand of the business required me to focus on creating brand awareness in the minds of the target audience.

The key constraint was a lean budget, owing to the smaller size of the organization.

Brand awareness does not need to mean that everyone knows about your brand. It can start with getting the right people to know and trust your brand.

Market Diagnosis and Segmenting: I used both industry data and customer discovery to create segments of potential target audience – those who had a clear need for our service and were seeking solutions.

Targeting: I chose 4 target segments by answering the question “Whose trust can I gain the fastest” – based on our established credibility in their areas of pain points, proof of work in their industries, and testimonials from their peers. From these 4 segments, I created 7 ICPs to be targeted in a scheduled manner.

Positioning and Messaging: Based on insights of key stakeholders, I developed the positioning, i.e. who do we want to be to our ICP and what do we want them to think about us? Based on this, I then worked with the copywriter to create the messaging.

Omni-channel Optimisation: For outbound activities, instead of focusing on each advertising channel as a silo with a common message, I decided to treat different channels (social media, email marketing, and PR) as one unit, feeding information into each other. For instance, I ran LinkedIn ads for our target group, tracked website visits, and developed an ABM approach by conducting personalised email outreach specific to their business issues.

Brand Reputation + Awareness: I chose the omni-channel media to target awareness, and content to build reputation, building both interest and trust in the minds of the ICPs.

Conducted brand outreach for 3 months, and then through approach, tapped into demand worth $500K in two months and generated $300K in revenue.