About the client
The client is an IoT specialized solutions company based in India. The company focussed on the discrete manufacturing & automotive vertical and wanted to explore sales outreach in the US market. Prior to its GTM, it was critical to define a clear Ideal Customer Profile (ICP) criteria and relevant messaging that could be tested.
Our Hunting Focus:
- Create & Identify the Ideal Customer Profile (ICP)
- Craft effective Sales copywriting messages that help differentiate
Challenges Faced:
- Customer Segmentation was focussed only on regional & vertical views
- Understanding of the pain points, challenges of end customer was vague
- Clarity on Key Personas, unique messaging & sales copywriting was absent
- Needed to find the link between the value proposition and customer pain points
- Value & Business impact delivered to past clients was not codified
- Needed to build a strong client success claim that can be marketed effectively
How we collaborated to win:
- In depth study of past customer engagements and use cases
- Refined Ideal Customer Profile to include qualitative parameters like IoT adoption, Smart Factories initiatives, failed pilots, Digital investments.
- Key Persona definition to identify and map relevant right party contacts within the prospect organizations
- Captured organizational insights of past/ existing customers and value through detailed surveys/ questionnaires
- Collaborated and brainstormed via C-level workshops
- Market research on Industry trends, challenges, competitors & peer messaging
- Defined a specific persona based messaging framework categorized across maturity levels of customer IoT adoption
- Created unique sales copywriting messages based on the key persona and ICP profile maturity
Spoils of our hunt:
- Creation of Value Themes
- Revamped Website to reflect enhanced messaging
- Revamped Sales Collaterals for GTM outreach
- Sales Copywriting Templates that aligned to customer pain points
- Digital outbound GTM configured & Set up for execution
