Our client believed there was an opportunity to redefine a buyer segment and design messaging for them to create a more human-centered and compelling buying experience.
We conducted customer and subject matter expert interviews, validated marketing messaging, co-created a value proposition, and made the work tangible to activate cross-functionally.
Our client operates in a very competitive market. Understanding the competitive landscape and the pain points clients experience in their buying experienece was critical. We examined five competitors and their positioning, interviewed leaders in their customer target market, and analyzed data from 500 survey responses. Through this qualitative and quantitative research, we identified five key client needs that would birth a new value proposition. Some of the insights we gathered around value proposition options were:
Sales Collateral Testing
In the 19-week engagement, we were able to validate this new B2B employer segment as an untapped market opportunity for our client. We defined the value and benefits of our client’s product and service using three target buyer personas. To ensure that the messaging would resonate, we then tested marketing messaging with 500 participants and created a go-to-market strategy with the finalized messaging. Our client and their marketing team feel confident and ready to lead organizational change and implement data-driven messaging across functions like sales strategy, content, data collection, imagery, acquisition strategy, events, and more.
Value Proposition Messaging Deck