The company’s communications had become too conservative, and there was a general lack of market understanding of Clariant’s innovative approach. The company wanted a new way to not only raise awareness but identify customers and help move them through the buying journey.
B2B buyers today make a significant amount of their buying decision before they ever talk to a sales person. Marketing must connect with buyers (which is often a committee of people) throughout the buying journey. In other words, marketing is as responsible for generating revenue as sales. But for “revenue marketing” to work, a company must understand its buyers deeply, the decision-making process, what motivates them, and when, where and how to best connect with them.
We provided an Account Based Marketing (ABM) strategy for Clariant to create meaningful, buyer-centric engagement with its highest-revenue-potential prospects. It included primary and secondary research, empathy mapping and persona development, message development, journey mapping, and development of a customized contact strategy targeting the individual personas at each prospect that made up the purchasing decision-makers and influencers. In short, right person, right message, right way, right time.
At the end of our project, Clariant was equipped with a full list of prospects and a plan to nurture and convert them to customers. The client provided us with an excellent review: “The team at Saxum is GREAT. Very professional and knowledgeable.”
