Equilibrium Design (EQ) is a full-service design studio, dedicated to producing memorable outcomes for their clients.
When Brand chemistry (Bc) first met EQ, the team was using a number of email and social tools to manage and implement their marketing activities separately.
But while cost-effective, having different software for each marketing activity meant a disconnect – one that prevented the business from seeing how their audience were positioned throughout the buyer journey.
With a stellar reputation, exceptional market experience and a number of high-profile clients in a niche sector, EQ was already well on their way to establishing themselves as market leaders in their field.
But they saw a need to take their strategic direction to the next level, to reimagine the client experience and to nurture their customer relationships more effectively. Their hope was that this would also enable them to forecast revenue.
Working with the goal of helping EQ gain clearer insight on their prospects’ levels of sales readiness, Bc saw an opportunity to help EQ build a predictable sales pipeline with an account-based marketing strategy - one that would also strongly align their sales and marketing teams.
To close the revenue gap for EQ, Bc developed a substantial account-based marketing (ABM) strategy designed to:
Bc recommended a blended approach to serve two important purposes concurrently: a robust marketing strategy to drive solid new business opportunities quickly; and an awareness-stage content plan to improve EQ’s awareness and reputation in the marketplace.
Bc designed the initial ABM strategy and helped EQ to understand their key buyer personas, then mapped out the technology required to enable the business to accurately measure their success. Following that, detailed personas, SMART goals, sales process mapping and lead lifecycle stage definitions were developed, before content, activities and sequences were planned to help EQ effectively target identified key accounts.
Bc then identified areas of upskilling needed to successfully execute the strategy and offered the appropriate training and support as needed.
To implement the strategy, EQ needed a powerful marketing automation and CRM solution that would create visibility between their sales and marketing teams, yet is cost-effective and easy-to-use.
Bc identified HubSpot Basic with its built-in CRM and add-on Sales Pro license as a good fit that would strongly align marketing and sales activities, without breaking the bank. Essential to the recommended platform was that it needed to enable EQ to:
With a limited budget, EQ chose to implement the strategy themselves. So Bc took on a mentoring role to guide EQ through the strategy execution.
Once the ABM strategy and supporting content plan had been designed and put into place, Bc started to deliver monthly training, mentoring and support on:
“The result is exactly what we wanted: we are executing our own strategy, have upskilled in the necessary areas and now have a system to identify and nurture sales opportunities that everyone is a part of. This has reduced the risk for me and made our future much more predictable.”
Big or small, we’d love to chat about how we can bring some chemistry to your brand.
Level 2, 383 George Street
Sydney NSW 2000
hello@brandchemistry.com.au
1300 755 058
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