Coincidentally, we first met MD Ian Forsyth at a business conference looking rather downbeat. He and the Business Development Manager Julie had been on their feet all day with not a single lead to show for it. Not only was the messaging on their stand really confusing, but they should not have been at the conference in the first place – it was not the right audience. Post conference, we had a discovery call to decipher their problems.
- They found it difficult to explain what they do
- They were paying a marketing agency and not getting the service or deliverables promised
- The company had no internal marketer – the previous left after a short period, and Ian decided not to replace them (during the pandemic)
- Previous employed marketers only seemed to spend vast amounts of budget with no strategy in place
- They were burning a lot of money on data, telesales, PPC and LinkedIn advertising – with no leads to show for it in 12 months
- No plan of action or strategic direction
- No idea what to do next
We started with a Marketing Clinic, run on four days spread over four weeks. We worked through the Six-Step Strategy process, analysing the market and customer journey. The key area of concern was how to reach the core audience, then coax them through their consideration process on such a high-stakes investment.
Getting the brand message right was key, so we spent a full day in a Proposition Clinic to completely rethink how to speak to, and hook in, the right customers. As B1 Solutions are an SAP Silver Partner, they are allowed to use marketing collateral created by SAP. However, SAP is a multi-national German corporation – and doesn’t quite have the same values as a small, Yorkshire-based business. So, it was important to go against the grain of SAP and find the right message for B1’s core customer group.
Through this process, we were able to home in on the problems faced by the customer. Why should the customer put such large investment into our business management software? When we uncovered the simple answer, we had a lightbulb moment. This simple proposition statement helped drive forward a robust marketing strategy.