GATES

Through qualitative research with Gates’ sales, marketing, and management teams combined with a thorough quantitative review of secondary data from business sources, we identified eleven niche markets which were prioritized and scored based on the size of the opportunity, drivers/barriers, target mindset, key messages and communication preferences.

This approach enabled us to successfully change their database’s orientation to the markets they were targeting instead of the product they were selling.

Leveraging our research findings, we launched Project Odyssey, an integrated marketing communications plan inspired by a “them, not us” philosophy from the book “The Challenger Sale.”

With customer needs at the core of all efforts, our content marketing strategy conveyed a sense of identification with the customer’s business problem and what they are currently doing, highlighting what they are missing. Finally, it describes a new approach that leads to a solution.

We supported sales and marketing efforts with various creative touchpoints, including marketing automation emails, white papers, animated case studies, expert tip videos, market-specific infographics, dimensional direct mail, and leave-behinds.

By creating a marketing council we helped improve sales and marketing alignment, a market guide informed distributors about key players, and a conversion guide helped guide the sales conversation.