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

Coterie used a step-by-step process to build out a blueprint; then 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.

Services

Target segment exploration

We worked closely with 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

How we did it

  • Coterie initially defined target segments​ and then explored those target segments’ pains​.
  • We then led multiple workshops in order to map Experian’s products to a set of customer pains
  • Following these workshops, we built out a detailed persona for each segment, including functional & emotional drivers, decision making, and buying behaviour. These were designed to guide marketers’ approach to each segment based on unique needs​
  • Finally, we incorporated a marketing blueprint that highlights: job roles per persona/segment, what key pains to market against, which relevant products to link to, and finally the language/format to market with

Want to find out more?

If you want to find out more about our partner marketing services, or how we can deliver targeted ABM campaigns to engage your partners, book an informal chat with one of our team.