The Problem
A leading B2B SaaS workforce management solution was in the process of building out its channel marketing plan. With hundreds of thousand of dollars to allocate across traditional and digital-first outlets, the marketing team needed an objective way to assess how best to distribute its budget.
The Approach
We fielded a series of interviews among our client’s key customers to build an initial understanding of frequently-read publications as well as digital newsletters, blogs, and other online outlets frequently visited by their customers. We also used the interviews to perform a high-level messaging evaluation.
A follow-up survey was then distributed to our client’s database to validate and further explore the channel marketing and messaging insights gathered from the interviews.
The Results
Traditional Channel Assessment
We pinpointed three key traditional publications frequently read by our client’s customers, especially those with software budget authority.
Digital Channel Evaluation
We objectively measured the value of several digital media outlets as go-to places to learn about the intersection of business and tech, validating the interview findings.
Unexpected Channel Opportunities
By analyzing open-ended survey responses, we found several non-business influencers, podcasts, and blogs not on our client’s radar.
Marketing Message Exploration
Via the survey, we measured the relative impact of different marketing messages, finding a team management skills message of particular interest to mid- and senior-level respondents.
Did You Know...
Large amounts of marketing budgets are frequently allocated to paying for advertising and media. Spending time to measure the relative value of marketing channels upfront helps optimize that budget and ensure that you get in front of the right audience.
