Case Study
Messaging RealignmentMESSAGING REALIGNMENT
Delivering the Right Message at the Right Time
For a marketing strategy to be truly effective, the right channels, messaging, and timing must be aligned to ensure that your message not only reaches the intended audience but also resonates deeply with their needs and motivations, prompting meaningful engagement. Selecting the right channels allows you to meet your audience where they are most active and receptive. Crafting the right messaging ensures your content speaks directly to their priorities and pain points, fostering connection and trust. Delivering your message when your audience is most likely to engage can significantly enhance its effectiveness.
Messaging Realignment
Broadening and Deepening Market Reach by Refining Messaging, Channels, and Timing
Challenge
An IT service provider was experiencing stagnating growth among its customer base due to its inability to generate new business leads. Because the company was limited to providing service within a limited geographical area, business development efforts wanted to focus on deepening their penetration in their existing market area. In addition, the company was not in a position to hire additional sales team members.
Solution
After reviewing current marketing and lead generation tactics, the most cost-effective solution was to realign and expand the company’s marketing messaging to its core audience. One of the key channels for reaching potential customers was identified as LinkedIn. The company developed a marketing strategy to establish a presence on LinkedIn and team members began to actively network with potential customers. Potential industry partners outside of LinkedIn were identified and marketing tactics were created for this target group. The company set up automated email journeys and customer profiles within its CRM system to help move prospective clients down the marketing funnel.
THE RESULTS
By identifying two channels to reach potential customers and developing messaging to reach these customers, the company was able to leverage its limited sales and marketing teams. In addition to deepening its marketing reach, the company was also able to broaden its reach in its specified geographic area by utilizing automated marketing processes that provided customer touchpoints throughout the buyer’s journey.