Data-driven Approach
Utilized an advanced MarTech stack and testing to optimize new go-to-market messages, resulting in increased engagement, trial sign-ups, and marketing performance.
Boosted key metrics
Cutting-edge marketing technology suite and training, optimizing current strategies and empowering continuous marketing refinement for ongoing success.
Lasting benefits
Cutting-edge marketing technology suite and training, optimizing current strategies and empowering continuous marketing refinement for ongoing success.
Top Discussions Among Marketing and Product Marketing Leaders
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Failure to identify the optimal messaging strategy risked lower engagement, fewer conversions, and potential market share loss to competitors. Addressing this issue was critical for maintaining and growing the customer base in an increasingly competitive market.
While the main competition also faced slowing sales, a third player, long dismissed as inferior, started gaining a significant user base. This new competitor not only attracted new users but also began taking users from the company’s main competitor, threatening the company’s user base.
In this increasingly competitive high-margin niche software market, the company needed to act quickly and become more customer-centric. Despite believing their product was ‘superior,’ the market perceived the development as stagnant and the product as uninteresting. The first challenge was determining the most effective go-to-market messages for driving user engagement and free trial sign-ups, as crafting compelling messages is essential for standing out and converting prospects into customers.
A whole new set of comprehensive solutions pages with corresponding product and feature demonstration videos, blogs and thought leadership content, and a paid media campaign were developed to facilitate testing all the new messages focusing on optimizing engagement and conversions.
To tackle the company’s challenge of identifying the most effective go-to-market messages, multiple messaging strategies were prepared and tested. New ones were developed based on the unique, fundamental, and sticky features of the product, and testing with the existing or legacy messages that had provided great success in the past. An advanced MarTech stack was implemented for accurate results measurement and data management, allowing the company to gather valuable insights on message performance and make data-driven decisions for optimizing marketing efforts.
By evaluating and revising solution pages based on engagement metrics, ad CTR, time spent on the page, and most importantly free trial conversions, the company refined their go-to-market messages, ultimately implementing an entirely newly developed message, and improved the overall demand generation and lead capture programs. The systematic and data-driven approach to developing a successful messaging strategy was essential to the project’s success, ensuring all key stakeholders were excited about the outcomes.
“The data-driven marketing approach and the insights they’ve shared with us have been incredibly valuable for our R&D efforts. The optimization of our go-to-market messages, backed by solid evidence, has fostered a culture of evidence-based decision-making within our organization, enabling us to strategically invest in projects that will truly benefit our customers and drive business growth.”
Step One
Leading an exhaustive audit of all product features was conducted, identifying unique, fundamental, and sticky features to highlight. These features were organized into buckets based on their impact on the design and engineering flow, and a benefit statement was crafted to tie together all features within each bucket. This resulted in creating multiple benefit-based messages to test.
Step Two
Overseeing video content was produced, including one benefit video for each of the benefits, highlighting how using the tool would deliver the benefit to the engineer’s daily workflow and their company’s bottom line. A series of single videos was also created for each feature referenced as supporting the respective benefit.
Step Three
Robust thought leadership and blogging campaigns were developed for each of the test messages to build a large organic audience for corresponding paid media campaigns that would drive traffic to the solutions pages and encourage free trial conversions.
Step Four
The solution pages were tested and revised based on engagement metrics, ad CTR, time spent on the page, and free trial conversions. This iterative process allowed for continuous improvement and optimization of the pages to maximize user engagement and conversion rates to ensure every message was tweaked to deliver at maximum potential.
Step Five
The company’s team was deeply involved in the strategy development and played an active role in the implementation process, collaborating closely with our marketing experts to make data-driven decisions. Their involvement was crucial for ensuring that the insights gained from the tests and MarTech stack were fully absorbed into the organization for the long-term.
Adopting the new MarTech stack and conducting tests to identify the most effective go-to-market messages have been game-changers for our marketing operations. I’m thrilled to see the positive impact this approach has had on our capabilities. By streamlining our efforts, we’ve achieved better results and increased ROI. Moreover, the scalability of our new processes allows us to confidently expand these strategies across the entire organization.
Results and Impact
Impressive Results Achieved Through Synergizification System and Optimized Go-to-Market Messages
The implementation of a this approach to strategic messaging development and data-driven decision marking yielded significant positive results for the company, with impact seen in the identification of the most effective go-to-market message to resonate with prospects and customers. This allowed the company to ‘double down’ on successful messages and divest from less effective ones, improving the marketing ROI and enabling more effective marketing to generate higher quality leads for the sales team.
Key results include:
- Gained confidence in the optimal go-to-market message due to measurable improvements in critical metrics.
- Data-driven insights revealed top-performing pages were new messages relating to design speed and tool ease of use, while bottom-performing pages were legacy messages focused on technical superiority and capabilities. This valuable information allowed the company to allocate resources more effectively and optimize their messaging strategy.
Additional benefits experienced by the company include:
- Acquiring relevant training to continue using and optimizing marketing systems, enhancing long-term capabilities.
The implementation of the advanced MarTech stack and the series of tests conducted enabled the company to optimize their go-to-market messages, leading to improved user engagement, conversions, and overall marketing performance.
measurable improvements in critical metrics
- Ad CTR: 220% improvement in ad click-through rate
- Time on Page: 209% increase in average time users spent on the page, indicating higher interest and engagement
- Engagement: 736% improvement in user interaction with content on solution pages
- Content Consumption: 130.16% increase in average video watch time.
- On-Page Free Trial Click Through Rate: 94% higher click-through rate on calls to action, suggesting better message resonance
- Free Trial Downloads: 55% increase in free trial downloads,significantly increasing the sales opportunity pipeline potential.
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The insights we’ve gained about customer pain points and competitive challenges through the refined go-to-market messages have been instrumental in helping our team engage in more targeted conversations with prospects. This data-driven approach has not only improved our deal conversion rates, but also allowed our sales representatives to manage more opportunities effectively by only discussing topics that have been demonstrated to be of interest to our customers. The better-qualified leads generated through the improved messaging strategy have truly made a difference for our sales team.
Go-to-Market Strategy
Accelerate Business Growth with Tailored Strategies and Targeted Messaging
Campaign Strategy
Drive Leads, Conversions, and Retention Across Customer Lifecycle.
Content and Messaging
Create Impactful, Resonating Content for B2B Tech Audiences.
MarTech Strategy
Boost Performance with Custom Strategies, Tool Recommendations, and Seamless Integration.
Top Discussions Among Marketing and Product Marketing Leaders
The scope of our conversation is truly open-ended, with any topic related to B2B technology marketing on the table for discussion. However, if you’re seeking inspiration, here are a few example topics to spark ideas and get the conversation started.