We helped our client solve their growth and scalability issues

Industry: Construction Product: Software for project management Services: Digital marketing strategy creation

Not so long ago, we were hired to help grow this established business with a healthy customer base. At the time, they were promoting their product by doing outreach. Also, WOM was a vital channel but not sufficient since prospects would inquire occasionally. Once they did, they were invited to an in-person demo meeting. There was not a lot of product info or materials available on the website, and the prospect would get an extensive presentation only in these demo meetings or sometimes over the phone. Once they decided to proceed, the onboarding process would happen with the help of our client, also in person at their offices. This took a considerable amount of time and financial resources. So, the main problem was growing and scaling the business. At that moment, our client wasn’t utilizing any digital channels and relied mainly on sales activities instead of marketing. So, they decided to work with us to develop their digital marketing strategy. The goal was to plan demand gen and demand capture initiatives that would be carried out digitally as well as digitalize the onboarding process.

It was a rather large and complex project, which is why we had to work closely with the client to align with their business perspective and also to get their expert insights.

First of all, we defined the ICP and estimated the potential of the target market. It was a relatively small market, but there were still plenty of opportunities to explore.

Next, we analyzed the direct competitors, which proved weak. The biggest competitor was, in fact, a substitute solution. We used this knowledge later on when we were preparing the content strategy. Our client was competing with an alternative solution already incorporated into the customers' processes to such a degree that we had to base a lot of marketing materials on comparing the two.

Since the product solved a problem involving multiple stakeholders, we studied the buying decision process to understand all the roles and influencers involved. It was challenging to define and analyze all of them, but it was also the driving force that helped us grasp the bigger picture. We studied their jobs and how the product fits into their daily activities, detecting all the struggles and frustrations they faced. This information helped us prepare the messaging for each buyer persona.

Until then, the client viewed the product as a whole and was focusing on the overall benefits of it. But we proved that each of the personas cares about different aspects of it. Each of them using it to solve a unique pain point. The former approach used to work for our client because of one significant advantage, which is face-to-face contact. However, in the digital environment, it’s unlikely to work. You have to compensate with personalized messaging, content and offers.

The idea was to offer the prospects all the info they require on the website, reducing the need for those in-person demo meetings. We also identified potential channels to reach these buyer personas in addition to outreach. Then, we created a content strategy.

Following that, we started optimizing the onboarding process. We automated all the steps that would allow the setup process to be completed online and as seamlessly as possible. However, we kept the in-person demo & onboarding meeting option for the more significant, profitable accounts.

As part of the content strategy, we outlined not only educational and product materials but also instructions and documentation. The idea was to unburden the support team and give the customers an option to look up these resources themselves.

Last but not least, we also made a longer-term plan that involved integrating the product into the educational sector. The idea was to make it the standard software used in the industry. It would help increase awareness and credibility. Also, the students would use and master it by the end of their studies. Then, they could start introducing and implementing it in their workplace.

And this is, in short, how we helped our client solve their growth and scalability issues.