Learning Launch Tool

Challenge

I work in a technology company, in the supply chain management department, and the main  challenge at the moment is that in recent years the company has not managed to significantly  increase its client portfolio, whether other private companies or end consumers. This situation  has generated sales to decrease gradually in the last 2 years. So, the main challenge is to get a  large number of new clients in order to boost sales that, despite continuing to generate positive  margins for the company, are not part of the ideal results scenario.

Selection

I believe that the learning launch tool will help us to determine the best way to launch a more  precise and effective sales campaign in order to retain the current clients and get new ones.  Because as Christian Horn mention in one of the course videos, sometimes the traditional approach not  always works and we have to make some experimentation with the market trough tests in order  to realize if our ideas are actually facts or just assumptions. It seems like the common way of  emailing and calling clients of the company isn´t opening new paths for the business.

Application

For our first launch we are going to have a team (formed by colleagues from different  departments) that is going to explore how we can use a new channel of interaction with clients in  order to have a deeper engagement trough webinars (for the corporate clients) and gather  information about their real needs; which channels of communication and sales they prefer;   determine what kind payment they prefer, what are the principal barriers that its business  presents in  terms of technology  and how we can help them, etc. Those clients are going to receive  some feedback and recommendations for their business along the activity. The positive aspect  here is that apart from having an approach with them, they are going to be in our database for  future campaigns. At this point it’s important to mention that as we could see on week four, our  first teamwork will find if their ideas meet the client’s needs by confirming and disconfirming  facts.

On the other hand, the other teamwork is going to focus the efforts on the final consumers by  creating two different landing pages, this sales channel is going to be completely new for the  company so a digital marketer will be contacted to do the publicity. In that context, one of the  landing pages will be oriented to provide a high-ticket hardware product with one free year of  technical support and the other one a standard price with some percentage of discount. So  potential customers are going to register first trough some advertising on social media and then  will be directed to those landing pages. At the end they will have 3 options, the high-ticket landing  page, the standard discount one or not buying anything.

Insight and Approach

It was very interesting to see the results of both tests. On the one hand, our first team, which had  focused on the corporate sector, realized that their current clients were not innovating in  technology as well as the company itself. That led to less demand for hardware and software. At  first glance it was thought that it was because they had preferred other providers, but this was  not the case. While a key point of the potential new customers was the short payment time that  was being offered to them, so it was decided to give a longer payment term for the first 3  purchases and thus retain them.

Regarding the second team, great was the surprise when the percentage of final consumers who  bought the vast majority preferred to pay the prices of the most elaborated products in order to  have a free technical support service for a year. With this, we wanted to identify if clients  preferred something premium or standard. Thanks to this information, we know that we can  promote high value-added sales thanks to a basic technical service, which will be presented by  customers only on sporadic occasions, but in this way, they feel more secure in buying.

This is how thanks to these two tests we mitigate our doubts regarding this great problem that  was occurring. Now with the information collected we will be able to focus more on each positive  point and reach customers more effectively.


Learning Launch Tool Challenge I work in a technology company , in the supply chain management department , and the main challenge at the moment is that in recent years the company has not managed to significantly increase its client portfolio , whether other private companies or end consumers . This situation has generated sales to decrease gradually in the last 2 years . So , the main challenge is to get a large number of new clients in order to boost sales that , despite continuing to generate positive margins for the company , are not part of the ideal results scenario . Selection I believe that the learning launch tool will help us to determine the best way to launch a more precise and effective sales campaign in order to retain the current clients and get new ones . Because as Christian Horn mention in one of the course videos , sometimes the traditional approach not always works and we have to make some experimentation with the market trough tests in order to realize if our ideas are actually facts or just assumptions . It seems like the common way of emailing and calling clients of the company isn´t opening new paths for the business . Application For our first launch we are going to have a team ( formed by colleagues from different departments ) that is going to explore how we can use a new channel of interaction with clients in order to have a deeper engagement trough webinars ( for the corporate clients ) and gather information about their real needs ; which channels of communication and sales they prefer ; determine what kind payment they prefer , what are the principal barriers that its business presents in terms of technology and how we can help them , etc . Those clients are going to receive some feedback and recommendations for their business along the activity . The positive aspect here is that apart from having an approach with them , they are going to be in our database for future campaigns . At this point it ’s important to mention that as we could see on week four , our first teamwork will find if their ideas meet the client ’s needs by confirming and disconfirming facts . On the other hand , the other teamwork is going to focus the efforts on the final consumers by creating two different landing pages , this sales channel is going to be completely new for the company so a digital marketer will be contacted to do the publicity . In that context , one of the landing pages will be oriented to provide a high - ticket hardware product with one free year of technical support and the other one a standard price with some percentage of discount . So potential customers are going to register first trough some advertising on social media and then will be directed to those landing pages . At the end they will have 3 options , the high - ticket landing page , the standard discount one or not buying anything . Insight and Approach It was very interesting to see the results of both tests . On the one hand , our first team , which had focused on the corporate sector , realized that their current clients were not innovating in technology as well as the company itself . That led to less demand for hardware and software . At first glance it was thought that it was because they had preferred other providers , but this was not the case . While a key point of the potential new customers was the short payment time that was being offered to them , so it was decided to give a longer payment term for the first 3 purchases and thus retain them . Regarding the second team , great was the surprise when the percentage of final consumers who bought the vast majority preferred to pay the prices of the most elaborated products in order to have a free technical support service for a year . With this , we wanted to identify if clients preferred something premium or standard . Thanks to this information , we know that we can promote high value - added sales thanks to a basic technical service , which will be presented by customers only on sporadic occasions , but in this way , they feel more secure in buying . This is how thanks to these two tests we mitigate our doubts regarding this great problem that was occurring . Now with the information collected we will be able to focus more on each positive point and reach customers more effectively .