From Fragmented Messaging to Premium Positioning for a Global Digital Marketing Agency

Too broad a portfolio. They had too much to offer. The more they offered, the more diluted their message became and the harder for them to be understood by prospects.

Inconsistent messaging. The message on their website varied to what was written in their proposal or discussed during sales meetings.

Wrong client mix. They were getting the wrong clients. They were getting clients from the lower end of the market; this was not because they preferred it, they had positioning that appealed to this market segment.

No thought leadership. They were not perceived as thought leaders. Their case studies were poor; they had no quality of content to help demonstrate their ability to prospects, who were investigating and comparing.

Unclear sales process. They had no clarity in the sales process. The time between a lead being entered and a sale being completed was unpredictable.

We held a strategic multi-day discovery workshop with the founders and their stakeholders to understand the business beneath the marketing. Their services were too broad to be easily positioned and the message they were giving out didn't match the quality of their service.

• We worked with the client on service consolidation to streamline the services list, presenting them in three cohesive units.
• We rewrote the agency's core narrative around this, to reflect not just what they do, but how they do it differently.
• The website was redone to communicate this; proposals; email campaigns; pitch decks; all were updated to deliver a consistent message.
• We made sure this messaging reflected what the agency truly excelled at, to avoid over-promising on the part of leadership.

• We rewrote case studies and worked with delivery teams to pull out relevant stories from their project portfolio.
• Adding quantitative and qualitative data to help clients understand their experience; we produced quality ebooks;
• Produced ebooks, guides and blogs to help prospects address their real needs;
• We produced a webinar that consistently attracted 100+ registrations from prospects in their target market.

• We mapped the agency's lead acquisition process to understand where they were losing sales; this allowed them to improve the sales cycle to improve qualification and response time; they restructured to remove bottlenecks from the process.
• They implemented new reporting to be able to predict the pipeline rather than finding sales at the end of a month;
• They made these changes; the conversations with potential clients changed; the quality of clients who engaged with them improved; they secured bigger, longer-term engagements that recognised the value of their work.
• Built reporting infrastructure to make pipeline predictable rather than a surprise at month end