Case Study
Customer educationCUSTOMER EDUCATION
Driving Informed Purchasing Decisions
Through clear and engaging content, customer education ensures that your audience understands your product’s benefits and applications, showing them how it can address their needs or solve specific challenges. This knowledge naturally enhances engagement by creating a deeper connection between your brand and your customers, encouraging them to explore and interact with your offerings. Finally, well-informed customers are more confident in their choices, which drives informed purchasing decisions and increases the likelihood of long-term satisfaction and loyalty.
CUSTOMER EDUCATION
Educating Customers For Successful Launch of Product Line Extensions
Challenge
An international company implemented a marketing strategy to successfully enter the US market. Product line extensions were planned for generating the next wave of growth in the US among B2B customers. The company not only wanted to sell these new products to existing customers, but wanted to use the excitement around the product launch to generate demand among new customers for the entire product line.
Solution
The company developed and launched two separate B2B marketing campaigns–one for existing customers and one targeted at prospective customers. The focus of the campaigns was on educating the audience on how the product could be added to the partner’s business to differentiate itself from the competition affording the opportunity to increase sales. For existing customers, the campaign was focused on introducing two product line extensions and included email educational webinars and direct contact by company sales reps. For prospective customers, the company revamped its initial marketing campaigns to include education on the product line extensions as an advanced training session series.
THE RESULTS
The company successfully introduced two product line extensions one year after its initial entry into the US. The existing customer base eagerly accepted the product line extensions as these products provided the opportunity for the B2B customers to further differentiate themselves in their local markets. An unexpected win was the success rate of converting prospective customers to clients. These conversions were mainly the result of an enhanced product offering that would appeal to a broader end-user market.