A Digital Go to Market Strategy and Execution

Client

TikTalk

‍

The "Why"

When we first began working with SpeakSuite, it was clear that there were significant gaps in their marketing and overall business strategy. The company’s senior management found managing the business and handling marketing to be overwhelming and unproductive. The company was being run with an engineer’s first mindset, and lacked the creative (strategy or tactical) know how to bring their offering forward. Ultimately the goal was to find new beta users of the program, and once the new users tried the program and found success switch them to a paid monthly program.

The "What"

Our primary challenge was to teach the SpeakSuite team a comprehensive approach to marketing. Until then, the company had always been focused on increasing revenue, but there was little understanding of how to effectively nurture potential customers through the stages of awareness, consideration, and conversion. In a world where digital interactions are the norm, SpeakSuite had fallen behind in terms of engaging with their customers across the digital channels they were using daily.

Our goal was to not only educate the cleint but also to help them develop a scalable and measurable marketing strategy that would support their growth objectives. To achieve this, we needed to establish key performance indicators (KPIs) and ensure that all digital activities were tied back to real, measurable outcomes.

The "How"

To kick things off, we conducted thorough research, including keyword research and competitor analysis, to understand the digital landscape SpeakSuite was operating in. What we found was that attracting new clients and engaging with existing ones were two crucial areas that needed attention. We recommended that SpeakSuite focus on building awareness and engaging their audience through social media, email marketing, and targeted search efforts.

The research revealed that the best tactic for SpeakSuite, given their budget constraints, was to engage with new clients and share updates with existing clients about new features and offerings. This approach was mapped out across multiple media channels, ensuring that all campaigns were strategically aligned with the customer journey. However, we knew that before implementing paid search campaigns, the website’s performance and measurement capabilities needed to be improved to ensure that we could track the results effectively.identified the key platform for the awareness and conversion component which was LinkedIn. From there, our team worked with the leadership team to the appropriate budget (media wise) and from that we worked through the costing for creative efforts (landing pages and key performance indicators (KPI’s) to measure our success against.

The "It"

With the how defined, our team went down two adjoined paths to execute. First, the creative team created display ads and corresponding long form landing page content for the site to connect the experience.On the other side, our media management team identified the focus states in theUS to target, and also the size of the audiences and potential conversion costs to operate towards. They also built out the audience segments in LinkedIn and connected all analytics to track which messages/creative to the landing pages to conversion would yield the best results. Once the strategy was clear, we moved forward with the execution. The first step was to create a comprehensive brand package that included a refreshed identity and messaging.This was then translated into a new responsive website, social media presence, and email templates.

The "Results"

The results were more accelerated than expected in the first campaign. The goal was simple. Generate 250 leads within three months. Insurgency accomplished it in two months. In a second campaign, the ask increased from 250 to 400 leads, same time frame, with a slight increase in creative allowance. The team interviewed beta users from the first round, brought their feedback/enthusiasm into the second campaign, and the target was met in the allotted time,

The success of Insurgency’s efforts led to future work supporting the company with a booth design, collateral, and supporting “uniforms” for selected tradeshows (chosen based on the success of the two campaigns in specific states identified from Insurgency). Last, a post conference follow up campaign was created leveraging email templates designed by Insurgency to support the then growing marketing team at TikTalk.

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190 Strathearn Road
Toronto, ON. M6C1S4
+1 416-602-2095
info@weareinsurgency.com

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