We began by thoroughly understanding the challenge: what were the sales team’s goals at this stage in the funnel, who in the Decision-Making Unit (DMU) needed to be involved, and how was the marketing activity aligning with the target audience’s needs? Through this initial insight work, we discovered a disconnect between the current marketing approach and what prospective clients required at that moment. This allowed us to develop a targeted action plan. First, we conducted research with our target audience to uncover their key challenges and what they valued most in a solution. This not only provided valuable insights for refining our messaging but also equipped our client’s sales team with crucial information to enhance their conversations with potential buyers.

Next, we created new, focused content tailored to the needs of key contacts at this critical funnel stage—a comprehensive buyer’s guide that enabled stakeholders to address DMU concerns and handle objections before they arose.

Finally, we launched a new multi-channel engagement strategy that targeted various stakeholders within the DMU, providing them with the most relevant content for their stage in the journey. This strategy included activities to identify and engage missing contacts within the DMU and nurture them towards the next phase of the sales process.