Our CMO came in to this IT solutions company to help them achieve their expansion targets, with a dedicated growth marketing strategy.
This IT solutions company provides customised software solutions to clients in various industries, including healthcare, finance, and manufacturing. The company has been in business for 16 years and has experienced steady growth. However, the company did not have a documented business strategy and documented processes and systems to support its growth.
The CEO identified that the company could not achieve its growth potential as it didn’t have a structure, systems or processes to absorb the workload when generating new leads.
After working with a Business Consultant to set up the foundations for growth, the CEO appointed an experienced fractional CMO to develop the marketing strategy and provide the organisation with a roadmap.
- Take responsibility for day-to-day management of the marketing function as their CMO.
- Define a Marketing Strategy in line with the business’s growth plans.
- Work with the CEO and senior management team to define the structure and processes to improve customer experience.
- Identify training needs to upskill existing team members.
What the CMO Did
The CMO conducted a marketing audit and analysed their current marketing activities, including their website, social media presence, email marketing campaigns, and content marketing efforts. The audit revealed several weaknesses:
- The company’s content marketing efforts are inconsistent and do not provide a clear value proposition.
- The company’s website is not optimised for search engines, making it difficult for potential clients to find them.
- The company does not have a clearly defined target audience or buyer persona.
Proposed Growth Marketing Strategy
Based on the marketing audit, the IT solutions company proposed a strategic marketing plan that focused on the following steps:
Define Target Audience
The company defined its target audience as small to medium-sized businesses in the healthcare and finance industries. They also developed a buyer persona that provided detailed information about their ideal client, including their pain points, challenges, and goals.
The company developed a content marketing strategy that focused on creating valuable and informative content that addressed its target audience’s pain points and challenges. The content included blog posts, white papers, and case studies that showcased the company’s expertise and experience in providing customised IT solutions. This content was added to a content calendar to be deployed through the remainder of the year.
Outline Customer Journey
The company then mapped out the customer journey, identifying the content to deliver to their customers at each stage of the buying journey, as well as working on strategies for increasing retention and advocacy.
Work was then done to improve companies website. A full audit of the existing framework was conducted to help optimise pages and improve the user experience. The website was then SEO optimised to help target relevant keywords, with the aim of improving organic traffic.
Stressing the importance of a social presence, the CMO suggested the company create a LinkedIn profile, to help highlight and amplify their expert positioning. Also, the CMO suggested C-suite employees optimise their own LinkenIn pages to act as ambassadors for the brand.
Once the work for putting in place the content strategy, the CEO could adjust his message at the discovery stage and managed to get 2 new customers, for circa €120k per year.
- Within six months, they were able to increase website traffic, generate new leads, and close several new deals with clients in their target industries.
- Processes and systems are aligned with the customer journey improving customer experience as well as staff satisfaction.
- The company’s content marketing efforts also resulted in increased brand awareness and credibility. CEO had his first invite to a panel discussion about cybersecurity and risk management in May at an event organised by an Irish Corporate Law company.