Supporting the creation of customer focused campaigns to offer better alignment
The brief
The client – a global information services company – was running multiple, disparate marketing campaigns that were over exposing and confusing customers and prospects.
Their impact and breadth of capability was being diluted and outcomes were difficult to measure. They needed support to create a customer focused campaign.
They also required better alignment and collaboration across three major product lines as well as central marketing.
Objectives
- Define and explore target segments
- Host workshops to map the product against customer pain points
- Create a marketing blueprint to be utilised by the client
The results
- Stakeholder engagement: we used a step-by-step process to build out a blueprint; then we used facilitation skills/workshops to guide a broad range of stakeholders through the journey to gain much-needed buy-in
- Customer-first model: The focus was to eliminate the product lens (which often resulted in poor customer experience) and adopt a more efficient customer-first model.
How we did it
- Target segment exploration: We worked closely with the client to understand who they were targeting.
- Workshops: Our experienced team undertook workshops to engage stakeholders and shift from a product-first model to a customer-first model.
- Marketing Blueprint: We created a blueprint for the client to utilise moving forward, including pain points, language and messaging.
Want to find out more?
If you want to find out more about our partner marketing services, or how we can deliver targeted campaigns to engage your partners, book an informal chat with one of our team.