Consumer Technology
Finding A New Product’s Design Target
The Problem A consumer technology company in the athletics space was ready to scale. As they worked to move into the youth sports market, they knew they had many potential customer groups they could target: coaches, parents, and student athletes. With limited budget at-hand, they needed a way to determine who among these three groups [...]
CPG
A Package Design That Increases Willingness to Pay
The Problem A dental care CPG company in a hyper-competitive category needed to increase its profit margins. The brand team wanted to increase prices, and needed a new package design that increased consumers' willingness to pay while mitigating price increase concerns among retail category managers and buyers. The Approach Using survey-based research methods, we provided [...]
Technology & Software
Maintaining A Dominant Category Position
The Problem An industry-leading 3D printing hardware manufacturer needed to maintain its category dominance. With young upstarts entering the market, our client’s marketing team needed to understand the awareness and perception of their brand relative to the competition, and how best to stay top-of-mind. The Approach We fielded a survey-based study with professionals who purchased, [...]
Technology & Software
Optimizing Marketing Channel Spend
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 [...]
Technology & Software
Finding Opportunities For Competitive Differentiation
The Problem A web analytics company in a crowded, hyper-competitive market wanted to understand how they stacked up against the competition across key areas like product features, marketing, and pricing to identify opportunities for improved performance and broader market differentiations. The Approach We performed a competitive audit of companies offering similar solutions to their positioning, [...]
Business Services
Long-Term Brand Awareness Benchmarking
The Problem A multi-national business services agency recently completed a series of acquisitions, all while experiencing increased competition in their home market. The organization knew they needed to revitalize their presence at home and build awareness for their services in new geographies. As the team begin mobilizing their marketing efforts, they sought a way to [...]
Energy & Utilities
Assessing Different Rate Plans’ Adoption Likelihood
The Problem A regional electricity utility wanted to launch time-varying rate (TVR) plans in its service territory. The transition from a flat-rate to TVR plan was controversial, with external stakeholders (e.g., environmental and community non-profits) voicing concern about its impact on their community groups. The utility needed to assess how best to structure TVR plans [...]
Financial Services
Optimizing Benefits & Annual Membership Fees
The Problem After an initial test launch, a credit card company was ready to scale its customer base. The product team needed objective data to identify the ideal mix of benefits to offer prospective customers as well as the maximum annual membership fee they could charge while minimizing alienation. Further, since many benefits were tied [...]
Non-Profit / NGO
Prioritizing Economic Development Activities
The Problem A regional economic development council (EDC) was considering a wide variety of options to attract new business to their town. However, as a small entity with limited resources, they needed a way to prioritize activities. The EDC wanted to learn how key stakeholders like real estate groups, site selectors, and developers evaluate regions [...]
Energy & Utilities
Improving Purchase Consideration By 10%
The Problem Following a governor-issued mandate requiring utility providers to support a statewide electric vehicle adoption goal, a regional utility was tasked with creating a program to do their part to hit this goal. While they knew the end program would be a multi-channel marketing campaign, they needed a strategic approach that would materially impact [...]
Technology & Software
Crafting Buyer Personas To Move Upmarket
The Problem An HR Tech startup was prepping to move up market after success in the SMB category. But, they knew this meant transitioning from a C-Level buyer persona to an HR and People persona. Before engaging with this new segment, our client wanted to better understand the HR professional profile for more efficient and [...]
Technology/software
Using Thought Leadership To Win PR & Organic Search
The Problem An enterprise IT software company going through a turnaround needed to get back on the radar of relevant PR outlets and prospective customers. To jumpstart their inbound marketing activities, they wanted to develop and publish original research that would help showcase their thought leadership, give them an "excuse" to reach out to PR [...]
Technology/software
Building A Case Study Arsenal
The Problem A B2B SaaS company in the rental equipment inspection category had zero case studies to show prospective customers or to use for marketing and PR. The team needed a way to streamline collecting ad-hoc stories shared by customers to build a strong case study pool. The Approach We leveraged our 1:1 interview know-how [...]
Technology / Software
Mapping The IT Ops Buyer Journey
The Problem An enterprise data protection software company was in the midst of revitalizing its marketing and sales strategy. As part of the process, they needed to better understand key buyer personas to effectively craft their target audiences, messaging, and sell-in practices. The Approach We developed an interview-based project with a mix of existing customers [...]
Energy & Utilities
Designing A Product That Sells Out Immediately
The Problem A utility company wanted to design a program to encourage electric vehicle ownership. With past research showing that a major obstacle to purchase was easy access to vehicle charging, they sought to develop a home charging program for residents in their service territory. However, they needed to first validate that such a program [...]
Consumer Goods
How Marketing Activations Affect Brand Awareness
The Problem A performance footwear and clothing line was ready to move into a more mainstream market. As they geared up to launch a multi-channel advertising and marketing campaign, they wanted to not just measure the overall efficacy of the campaign but whether or not certain approaches would be more or less valuable in driving [...]
Energy & Utilities
Building An Energy Program’s Strategy
The Problem Our client was named the vendor of choice to support an automaker’s emission reduction goal. This afforded our client an opportunity to target the automaker’s supply chain partners as potential new customers for their retrofit, electrification, and carbon emission compliance measurement services. But, our client had to first get the attention of these [...]
Consumer Services
CRM Tracking To Improve Customer Acquisition Costs
The Problem Just acquired by a private equity firm, a regional home services company was faced with a major challenge: wanting to continue spending marketing funds to build the business but having highly limited visibility into how effective their online and offline channels were at bringing in leads and customers. With a legacy customer relationship [...]
Financial Services
Differentiating A Business In A Crowded Market
The Problem A multi-national direct-to-consumer financial services company was facing a challenge after years of double- and triple-digit growth. Surrounded by both legacy and new category competitors all offering the same product at the same price, they needed a way to differentiate themselves from the pack and continue driving new customer growth. They wondered if [...]
Technology/software
Content Strategy That Drives 40% Of The Sales Funnel
The Problem As a young, bootstrapped company, our client needed to prove that they could attract people to purchase their novel software product, but didn't have tons of money to spend on marketing. Without investors expecting immediate returns, they had the luxury of playing a long nurturing game, but needed a cost-effective way to regularly [...]
Luxury Goods
10% Revenue Growth With Zero Extra Budget During A Recession
The Problem Smack dab in the middle of the biggest recession in recent history, a luxury consumer brand wanted to build out its e-commerce presence. With significantly lower overhead costs than selling via its offline distributors, the online business presented an attractive opportunity to build gross margins. There was just one hitch: the company wanted [...]
Technology/software
Improving Website-To-Lead Conversion Rates
The Problem A SaaS start-up was using the very same website to sell their product that they used when they first launched. With zero refreshes in place, the site was not only looking a bit dated but it also failed to reflect the full value the development team had invested in the software since it [...]
Technology/software
Driving 95% More MQLs On The Same Budget
The Problem Recently under new ownership, a legacy enterprise software company found itself with zero marketing team and little-to-no marketing infrastructure. Facing a category with a twelve-to-eighteen-month sales cycle, the company knew they needed to jump on marketing activities quickly to begin fueling their sales pipeline with Marketing Qualified Leads (MQLs)...but needed to do so [...]
Consumer Goods
Driving Down Customer Acquisition Costs By 52%
The Problem A startup was coming up against its runway and needed to show investors it was making great strides in improving its core business metrics, especially in reducing its cost of acquiring customers (CAC). We needed to get people to buy more and buy quickly, all while reducing the costs of the expensive home [...]
Data & Analytics
Building A Lead Gen Engine for 3X MQL Growth
The Problem After completing a Series D funding round, a data and analytics company was in a position to scale their customer acquisition efforts following several years developing their hardware and technology infrastructure. While excited to build out their internal team, the company couldn’t afford to wait any longer to jumpstart their lead gen activities. [...]
