Brand Message and Marketing Strategy for Financial SAAS Company
Margo Upson
Like this project
Posted Feb 22, 2024
I worked with Peregrin to build a brand message, communication strategy, and step-by-step marketing playbook.
Likes
0
Views
8
Peregrin has been successful in the financial SAAS industry for more than 20 years, offering a unique solution that takes hours of daily work out of the hands of bank debt managers. However, the industry has changed in that time, and the relationship-based client acquisition that worked for the first 20 years was less effective than it used to be. They needed to change direction and start implementing a marketing strategy that would help them continue to reach new clients.
They had a few challenges. The first was finding a way to communicate what their business offered in a way that their potential clients could easy understand. They needed a quick way to share the benefits and impact of their service.
Second, they needed steps for getting the benefits of what they offer in front of the people who could make the decision to hire them. This would require building a strategy that empowered lower-level employees to speak to advocate for a new system that would solve a problem some of their supervisors didn't even know existed.
The biggest challenge, however, was finding ways to get their services in front of an audience that was hesitant to reach out, not wanting to 'out' their bank as needing these services and put their boss on a call list. We had to find creative ways for their target audience to interact and learn more without asking for information they weren't comfortable with sharing.
My Solution
Our first step was to create a Brand Message Blueprint. We worked together to craft a new message for their business, and then built out the key phrases and ideas that would help them communicate. The wordy, complicated description of the services they offered turned into a short, simple message that clearly shared the businesses they helped, the problem they solved and how, and what the overall positive impact was for their clients.
From there, we built a communication framework, detailing blog posts, content ideas, marketing funnel components, and an editorial calendar for their social media. This included setting goals and objectives for their content, a customer journey map, and a full sales funnel strategy.
Finally, we built their step-by-step marketing playbook. This guide included all of our previous work, as well as a website analysis, SEO strategy, advertising/PPC campaign ideas, case study templates, and KPIs/metrics to focus on as they implemented these changes.
Their strategy also included a plan for an on-site sales funnel, addressing the needs for privacy balanced with the need to get more information to their potential clients.
At the end of the project, not only had we created a marketing strategy that impacted how easily they were able to bring in new clients, the messaging and marketing work was also being implemented throughout the internal communications of the company, as well as reshaping their sales calls and communications.
From the owner, Mike: "Margo is a great find. She worked with us at our level, ensuring we understood each building block as we built. She has very clearly a depth of knowledge of the marketing and sales funnels, and her subject matter expertise is great. We came out of our sessions with her with a clear understanding of how to pursue messaging, expressing our brand value, communicating the story consistently and simply, and well equipped to move onto a better level of marketing than we had been able to accomplish previously. When you are looking to more clearly define and communicate who you are and what your brand, your product, your promise, your image is so your future customers can identify with you and start to buy, Margo is a fantastic guide and navigator for you."
Pre-Strategy Website
Post-Strategy Website
After Working Together, Peregrin Was Able to Clearly Communicate Their Process in a Way Their Audience Could Immediately Understand and Connect With
As Part of the Brand Message Work, We Discussed How They Describe Their Business And Why