Challenge

I am working on creating a digital marketing strategy for a b2b business.  Having created a strategy, I set up all the channels, but I saw that the  company's unique selling proposition worked only partially and we did not  receive the fully expected targeted audience. We didn’t know if this was a  problem with a unique selling oﬀer or a problem in the communication,  process or in the staﬀ and channels. I needed to ﬁnd an answer to the  question why it works great for a half and almost doesn’t work for the other.

Selection

The tool I used was the tool of Mind Mapping, to reach an understanding  where and why the company does not carry out suﬃciently personalised  marketing and why we were not able to close the sales lead. This method  was used by me for the ﬁrst time but it gave me many answers to many  questions. I used the technique of analysing each level of impact on the  buyer through the most detailed  graphical sales funnel. I needed to identify  how it was possible to push the customer to make a purchase at diﬀerent  levels. Starting from a cold call and ending with a stable purchasing on the website.

Application

I started the process by creating few graphical sales funnels for each  segment of my targeted audience.  Segmentation helped me to see who were our real customers and what were  their real problems and needs. By making  direct interviews and interview their entourage, sharing the  working space with them, looking where this people like to spend free time  and who can inﬂuence their opinion and many other ways. So in the end we  could form few portraits and their main needs and problems.  By doing full control on the part of competitors of the same sector I  understood, between what they were choosing to solve this speciﬁc problem  and which metrics were the priority for them.  And than step by step I was asking questions on each of the levels of the  funnel like: What if we do something diﬀerent, and how our customer would  behave according this. What we can improve on each level and what we  have to change or cut probably completely from our strategy

Insights

After deep analyse we found out that to turn potential customers into real  leads, we need to write sales scripts, change the keywords on the landing  page, add few more steps for persuading, and one of them should be a

video presentation to help a person to visualise the beneﬁts of buying from  us, and to add whatsapp marketing that the probability to be seen their is  way higher in this way. These changes have had a signiﬁcant impact on our  sales.

Approach

In conclusion, I would like to say that this tool clearly shows us how many  small but important details we miss while planning our strategy. It turned out  to be very useful for me, and I think that in future I will use this method to  improve the quality of service at every stage. I think it is very important to  apply it periodically in order to better understand and analyse the client's  behaviour and accordingly adapt your strategy to it, not only to solve  problems but to ﬁnd a better solutions.


Challenge I am working on creating a digital marketing strategy for a b2b business . Having created a strategy , I set up all the channels , but I saw that the company 's unique selling proposition worked only partially and we did not receive the fully expected targeted audience . We did n’t know if this was a problem with a unique selling oﬀer or a problem in the communication , process or in the staﬀ and channels . I needed to ﬁnd an answer to the question why it works great for a half and almost does n’t work for the other . Selection The tool I used was the tool of Mind Mapping , to reach an understanding where and why the company does not carry out suﬃciently personalised marketing and why we were not able to close the sales lead . This method was used by me for the ﬁrst time but it gave me many answers to many questions . I used the technique of analysing each level of impact on the buyer through the most detailed graphical sales funnel . I needed to identify how it was possible to push the customer to make a purchase at diﬀerent levels . Starting from a cold call and ending with a stable purchasing on the website . Application I started the process by creating few graphical sales funnels for each segment of my targeted audience . Segmentation helped me to see who were our real customers and what were their real problems and needs . By making direct interviews and interview their entourage , sharing the working space with them , looking where this people like to spend free time and who can inﬂuence their opinion and many other ways . So in the end we could form few portraits and their main needs and problems . By doing full control on the part of competitors of the same sector I understood , between what they were choosing to solve this speciﬁc problem and which metrics were the priority for them . And than step by step I was asking questions on each of the levels of the funnel like : What if we do something diﬀerent , and how our customer would behave according this . What we can improve on each level and what we have to change or cut probably completely from our strategy Insights After deep analyse we found out that to turn potential customers into real leads , we need to write sales scripts , change the keywords on the landing page , add few more steps for persuading , and one of them should be a video presentation to help a person to visualise the beneﬁts of buying from us , and to add whatsapp marketing that the probability to be seen their is way higher in this way . These changes have had a signiﬁcant impact on our sales . Approach In conclusion , I would like to say that this tool clearly shows us how many small but important details we miss while planning our strategy . It turned out to be very useful for me , and I think that in future I will use this method to improve the quality of service at every stage . I think it is very important to apply it periodically in order to better understand and analyse the client 's behaviour and accordingly adapt your strategy to it , not only to solve problems but to ﬁnd a better solutions .