Background
As MD of a technical company, Henry had tried a few marketing activities and not been very impressed. Recently he had invested in Google AdWords but discovered that all it did was attract the ‘wrong’ sort of lead. He was looking to be guided from confusion to clarity, without the jargon.
Henry wanted a short-term engagement which would provide marketing clarity on how to attract more of the right kind of leads. He was also looking for a way to improve messaging, particularly when attending networking events.
Approach
Su and Henry worked closely together through a blend of online and in-person sessions, at a pace that fitted around Henry’s commitments.
Through a carefully designed process with templates and hacks designed to speed up the process, the sessions were chance for Henry to communicate and evaluate assumptions while Su queried, recommended and documented relevant outputs.
Following the confidential discovery process, they analysed Avazia’s current ideal client looking for trends, messaging preferences and requirements.
One insight was that ideal clients were usually initially looking for LabVIEW™ expertise. Avazia’s expertise is far deeper than this and the business was beginning to emphasize other specialisms and, as a result, move away from LabVIEW™ in its messaging. This was a key confusion to clarity moment.
Further insight from research into competitors and messaging on Avazia’s website proved that the LabVIEW™ expertise was getting lost. Generative AI interrogation of Avazia’s messaging against competitors showed that the LabVIEW™ messaging had disappeared. As ideal clients search for this specialism first, the business needed to be braver in leading with LabVIEW™ expertise across all channels.
While working through the resulting marketing strategy to reach Avazia’s ideal clients, there were a couple of sessions dedicated to tactical support. It is usual to divert attention to tactical delivery briefly if a deadline is looming, and then return to marketing strategy during an engagement.
Through the six-step process, four clear marketing strategies emerged and we began to map out how these strategies would be delivered.
Everything was summarised in a practical 3-page marketing plan, with initial metrics and appendices detailing ideal client, competitors and an action plan. From this, Henry felt he had the tools to move forward.
Result
Strategic marketing clarity documented in a practical plan, with understanding behind the recommendations.
- Deeper clarity about Avazia’s ideal client.
- A messaging formula designed to speak specifically to ideal clients, and give non-technical referrers enough hooks to provide basic qualification:
Avazia work with MDs and their Heads of Engineering who are looking for experts in LabVIEW™ and testing software. Their clients are often in innovative sectors, such as cryogenics and space, and need reliable engineering partners who understand electronics and control systems.
- ‘LabVIEW™ experts and system Integrators’ placed back to the top of the website homepage and ensuring it appears in all messaging. ‘LabVIEW™ ‘now appears on GAI searches again.
- Tactical outputs.
- Practical advice on how to implement the strategies, with the door open for future support if needed.
At our final session Henry came up with one of the best compliments I’ve ever had, which he is happy to share:
‘You’ve got me thinking, even liking, marketing again!’
Henry Braithwaite, MD, Avazia Ltd