“It’s a no brainer.” The same comment Samuel gets every time he talks through his service with interested parties. And it’s backed up by the outcomes his dwindling client base enjoys.
Yet underneath his voice a tone of anguish.
His new client campaign is struggling – a few paltry sales, and a lot of radio silence.
And Samuel’s a pro; smart, super-hard working and knows his markets inside out.
It’s a tricky one to untangle with blurred lines everywhere.
We spend another 20 minutes in the clarity call, and I ask for the entire campaign to review: his different lists, the launch emails, landing page and outcomes.
The next few days are spent poring over these…
…talking with sales and marketing people in industries he targets
…checking out the online forums…
And the outcome?
The campaign had two issues:
- Aimed at the wrong audience
- Two apparent and different audiences – sales and marketing – could buy his services; in theory united by a common goal, revenue growth.
- In practice with different business drivers, KPIs and, in larger organisations, siloed. Two teams divided by a common language.
- Yet there can be only one and Sales owned the outcomes of the service – booked meetings with interested parties.
The campaign was aimed at Marketing decision makers.
- Underplaying their USP
Samuel’s online chat service has real humans interacting with the users. People do business with people; there is a reason AI is called artificial.
He does use the word “human” to describe his service, yet never lands it.
Never manages to answer the ‘so what?’. The – ‘why is that special, does it even matter?’
Ironically one of the few sales he had from his campaign was a company assuming he offers an AI chatbot.
It was tough for Samuel to hear – and liberating. He leaves our follow-up meeting with a pep in his voice and renewed vigour.
If your business could do with an outside perspective, book a Clarity call. We are here to help, and it’s at our expense; ideas without expectations.