Building B2B Brand Personas using LinkedIn Data

B2BPersonasLinkedIn

Personas are one of those branding projects that always seem to get pushed off for months. Often, the persona projects are either too theoretical (based on hunches more than data and easily dismissed) or too deep (bogged down in too many client interviews, surveys, and focus groups). By the time the personas are actually sketched out, they might be months out of date and fairly worthless.

This is unfortunate because personas can be a powerful branding tool. A well-developed persona gives your team perspective about who they’re working for, energy to design new products, and insight into how to effectively market.

To create personas efficiently, you need to base your research on a set of quickly accessible, real data — data that can be measured and validated but that don’t require extensive, and expensive, research work. LinkedIn, with its network of 460 million professional profiles, is the perfect match for the B2B branding work we do at Uncommon Bold. Here’s how to use publicly available LinkedIn information to develop a data-driven look at your company’s most valuable customers in just a few days: 

  1. Extract a sample — Start with a sample record of 100–300 clients or leads. It might be last month’s sales pipeline. Or a segment of most active or most valuable customers. Or a list pulled from your most recent net promoter survey. You’ll need at least the first name, last name, and company name for each person. Email address can substitute for the company name if you don’t have it. If available, include additional quantitative data about client value (such as lead score or deal amount) and recent customer satisfaction scores.

  2. Investigate — Now that you have a list in place, look up each person on LinkedIn and start filling in the demographic details. At Uncommon Bold, we record gender, years of experience, degree, and current title as the baseline. Depending on your segment and what you’re trying to uncover, you might also mark if they have a specific industry membership, language spoken, location, specialty, or managerial experience. As you find each person, be sure to link to their profile for fast reference later. We usually add more categories to analyze based on what trends we find during the research process. This is a time-consuming step, but there is incredible value to looking at each individual profile and starting to pick out patterns in the profile data.

  3. Analyze — Answer the simple questions first: What is the gender breakdown of my customers? Where are they based? How senior are they in their careers? Then, pivot the data based on their value and satisfaction rating. Are your customers on the East Coast happier? Do you get most of your high-value clients from people with a specific degree? Are your buyers and users two very different kinds of personas? This lightweight data analysis often helps reveal something unexpected about your customers. For example, we often see that a company’s customer base includes more women than predicted.

  4. Generalize — Now that you have analyzed the results, you can start to sketch a data-driven picture of the personas involved in your business. Break it down into three or four personas based on the demographic data. Then, take a closer look at customers who fit those segments in detail. Are there more things you can learn online about their volunteer experience, hobbies, or companies they follow to add personality to the sketch? Conducting a few interview calls at this stage is helpful to fill in more context to match the personas you have identified.

  5. Review — When you present your persona findings to the executive team, they’ll probably seem familiar, especially to people on the sales and customer service side. At Uncommon Bold, we include existing and future customer LinkedIn profiles that fit the generalized personas to keep them grounded in reality. Work together with your team to analyze which persona is the most important to your success. Discuss how your brand is doing in meeting that persona’s needs. Are your current personas matched with your company goals? Do your personas need to change?

The advantage of this process is that it can be done quickly and repeated as your company grows and evolves. If your personas are headed in the right direction, you can always dive deeper into other data like market share, growth trends, and usability research to add more context to your initial findings. CrunchBase is a terrific secondary resource for company data if you’re working with startup companies.

By using LinkedIn data to shortcut the branding process, this process helps you create fresh, data-driven personas ready to discuss with your executive team in just a few days.

Brand Workshop: Finding an Authentic Brand Strategy while Expanding to a New Country

Expanding from Northern England to Silicon Valley is a daunting prospect for even the most dynamic tech company. For Uncommon Bold's client in November, the move opened up something of an identity crisis. The 15+ year old B2B software company was successful, but feeling uninspired about growth, next steps and how to differentiate themselves in a crowded space.

Following an extensive audit process with a dozen client and internal interviews, Uncommon Bold developed a custom workshop to help the company find their footing and accelerate growth:

  • Analyzing customer profile and NPS data to narrow a target audience
  • Identifying key customer personas
  • Mapping the emotional relationship clients have with the product and company
  • Evaluating how the company differentiates from competitors
  • Quantifying competitive messages and target audiences
  • Developing refined messaging and mission content
  • Adding a charitable mission and clarifying the company's non-profit work
  • Planning new ways for the brand to exceed expectations and build organic growth

Brand Workshop: Clarifying your Mission in a Large Non-Profit Organization

In June, Uncommon Bold was invited to work with a successful, multi-national healthcare non-profit. As the organization was hitting its 10 year anniversary, they felt increasingly cloudy about the role of their industry partnerships team. The team needed to clarify their mission, clearly outline their goals, and demonstrate their value both with partners and to internal leaders as the organization embarked on a new decade.

We developed a custom workshop to sort through the key value the industry partnerships groups served:

  • Interviewing internal stakeholders and external partners
  • Identifying core audiences the team wanted to reach
  • Developing persona profiles for the key audiences
  • Highlighting the true ROI of partnership
  • Unifying different channels under a single mission and goal
  • Pinpointing gaps in the non-profit's relationship with partners
  • Shifting the role of the non-profit from watchdog to consultant
  • Creating a wireframe deck that explains their mission and role
  • Refactoring their lead process to be more exclusive

Health Startups & the "Bikini Medicine" Problem

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Halle Tecco, founder of Rock Health, hosted a fantastic lunch in April for women entrepreneurs to discuss innovation and opportunity in reproductive health. One of the common themes that emerged in the discussion was the way startups focused on women's health are often dismissed as "niche" markets or "bikini medicine" by investors. This in a segment covering 51% of the global population. And, in the fertility sector alone, easily as many as 1 in 7 US women and a $4 billion market.

How do we work on this? First, more lunches and meetings like the one Halle hosted. There are incredible women working in health technology today who deserve recognition. Second, more women in health technology and our associated VC landscape in general. Rock Health provides shocking data on this gap:

  • Despite making up more than half the healthcare workforce, women represent only 21% of executives and 21% of board members at Fortune 500 healthcare companies.
  • There’s only one woman CEO of a Fortune 500 healthcare company.
  • Women make up only 6% of digital health CEOs funded in the last four years.
  • Women represent only 10% of partners, those responsible for making final investment decisions, in 148 VC firms that invest in digital health.

At every stage of innovation, simply having more women's voices involved could help bring this sector from "bikini" to the next "boom."

Brand Workshop: How to Reignite a Successful 7 Year Startup Story

SeriesDBranding

In March, Uncommon Bold traveled to sunny Florida to host a brand workshop with a large digital health company. This growth-stage startup has seen a lot of success, but felt that their focus and story had become diluted over the years as they grew and served new markets. They needed to get back to their core mission as a company. In the workshop, we addressed:

  • Differentiating your company by brand instead of features or price
  • Narrowing the target market with both sales, management and marketing input
  • How to stand out in a crowded and complex sector
  • How to build buzz when your key audience is fairly isolated from the rest of the sector
  • Using data to re-set ideas about key buyers in the target market
  • Letting go of legacy perspectives, selling points and audiences
  • Aligning brand and client interests for truly dynamic campaigns
  • Shifting the focus of PR agencies, teams and other contractors
  • Using existing company strengths to energize the larger story

Story & Survival: Beat the Startup Death Rate with a Clear Message

How important is a good story, really? When you're growing an early stage startup, there are a million things to worry about - from fundraising to finding a new tech lead to getting your beta launched to simply keeping your hosting bill paid. Should story be at the top of your list? According to data directly from failed startups - missing a good story and a strong, clear brand is one of the top reasons for not making it.

In February, I represented Uncommon Bold at an event for the tech sector at the Ministry of Awesome in Christchurch, New Zealand. I spoke about the power of storytelling in helping startups survive. It's true that only 1 in 4 VC-backed startups will make it - but a closer look at the reasons why founders said their company failed show the true impact of a solid brand story. According to research from CB Insights, founders blamed 63% of startup failure on breakdowns in the categories of marketing and people.

For founders, crafting a clear story about your company's passion, market fit, differentiation, culture and value is more than a "nice to have" - it's a necessity for survival. Your story can create market demand, reduce marketing spend, and help you stand out from competition on the marketing side. Your story can help you recruit the right team, stay focused and align on passion on the people side.

This kind of advantage only gets more important in a slowing VC investment climate. Having a buzzworthy brand that balances stable revenue growth with a big picture mission helps your startup stand out when the market contracts. It's no coincidence that some of the most successful and compelling tech brands today (Airbnb, Uber and Dropbox) launched during the 2008-2009 down periods.

Get your story straight, and help your startup survive any market. Read more in my slides from New Zealand, or feel free to get in touch anytime.

In New Zealand: Talking Bold Brands from a Silicon Valley Perspective

I'm honored to be joining the Ministry of Awesome in Christchurch, New Zealand on February 18th for a panel discussion on communications, brand building and crowdfunding for startups. The event is co-sponsored by PledgeMe and the Canterbury Development Corporation (CDC) and features Anna Guenther (@where_is_anna) who is co-founder of the PledgeMe crowdfunding platform and Brianne West (@ethiquenz) who founded the cosmetic line Ethique in Christchurch.

Getting to meet startup entrepreneurs around the world is such a delight! I hope I'll see you there.

- Emily

Brand Workshop: Embracing your Unique Corner of the Market

Startup Branding Project

In December, Uncommon Bold worked with a fantastic, fast-growing healthcare startup in New York on market positioning and brand strategy. Even though they've had amazing success, the team was challenged by simplifying their story, building buzz and getting people excited about the bigger picture:

  • What are the risks and rewards of doing something that no one else is doing?
  • What to do when investors are wrong about our sector?
  • How can we stay clear about customers when building a complex platform?
  • What happens when our biggest and best customers may be a liability?
  • How can we balance the vision for 5 years in the future with what we need to do today?
  • Is it possible to have one tagline for every audience?
  • Who will really be the most important enterprise partners?

In the Media: Fast-Fixes for Your Company Blog

Big thank you to Brittney Helmrich (@brittneyplz) at Business News Daily for including a tip from Uncommon Bold in her round-up of the best advice for company blogs:

There's no point in keeping a company blog if no one is going to read it, and search traffic and SEO are only half the battle. If you really want your blog to be a success and have an audience, you need to turn your attention to social media. Emily Peters, founder of B2B brand-strategy company Uncommon Bold, said you should spend even more time sharing your posts than you do writing them.

"Many companies have a 'post and pray' approach to their blog content," Peters said. "Instead, brands should spend just as much time carefully, repeatedly sharing their quality content via Twitter, LinkedIn, Facebook and email over the course of a few months."

If you're using a content calendar, try adding your social media sharing schedule to it to help you keep track of when you should be pushing your content.

Hot New Research Shows Sensory Language Can Help Build a Lasting Brand

Sunday reading on the impact of sensory language on messaging durability.

Sunday reading on the impact of sensory language on messaging durability.

Is your brand 'cool?' How about 'bright' or 'sharp?' If so, you may be subconsciously building long-lasting, trend-proof positioning for your company.

A recent article in the Sunday New York Times took a closer look at why some phrases endure while others go out of style. Jonah Berger, associate professor of marketing at the Wharton School of Pennsylvania and the author of "Contagious: Why Things Catch On," teamed up with Ezgi Akpinar to look at language trends from five million books over 200 years. They found that language tied to senses such as sight, smell and touch did much better across history. In a subsequent test, they found that sensory metaphors were 50% more memorable than standard phrases 10 minutes later. 

What does this research mean for your brand? When possible, choose language that invokes a sensory experience when drafting your elevator pitch, boilerplate, quotes, website and even company name. Words that relate to taste, touch, sound sight or smell will help you build more memorable messaging. Here are some examples where you can choose sensory language: 

  • Bright instead of promising
  • Cool instead of stylish
  • Hot instead of trendy
  • Sharp instead of smart
  • Chill instead of relaxed
  • Sweet instead of kind
  • Burning instead of passion
  • Heated instead of dynamic
  • Bubbly instead of perky
  • Rough instead of unfinished
  • Smooth instead of easy
  • Listen instead of evaluate
  • Thundering instead of disruptive
  • Spicy instead of distinctive
  • Hard instead of challenging
  • Fresh instead of new

Can you think of more examples of sensory metaphors popular in startup marketing now? If your brand is in need of some sharp new messaging, contact Uncommon Bold today.

Working with and Leveraging Press in Silicon Valley: Uncommon Bold at the PLAY Conference 10/30

What are the smartest strategies for working with media in Silicon Valley's saturated tech press landscape? In this panel at the 2015 PLAY Conference, Uncommon Bold's Founder Emily Peters joins top-tier reporters for a discussion of innovative ways to team up on compelling stories from funding announcements to data-driven investigations. 

  • Owen Thomas - Editor-in-Chief, ReadWrite
  • Emily F Peters - Founder & CEO, Uncommon Bold
  • Signe Brewster - Writer, Wired & GigaOm

Berkeley's PLAY Conference is the largest student run technology and digital media event in the country. The event be held October 30th at Pier 27 in San Francisco. 

 

2015 Play Conference

7 genius Airbnb brand & culture ideas that can work for any startup

The strongest startup brands today don’t just market, they embody their brand and culture across everything they do. Airbnb is a prime example. In just 7 years, the company has built a rumored $25 billion valuation and one the stronger reputations in Silicon Valley.

Branding and culture is more than a gorgeous custom-designed 72,000 square foot office with a three story living wall (which Airbnb has) or the kombucha on tap in your kitchen (ditto) - branding is about celebrating what makes your company special and telling your story well through design, sales, marketing, media, product and culture.

I toured Airbnb’s offices with the Startup Bike crew a while back and spotted 7 easy, affordable branding ideas that any stage startup can put into place:

Airbnb Headquarters

1. Make an entrance. Anyone visiting your startup’s office (or your corner of a co-working space) can have a brand experience. It could be as simple as interesting lamp on the desk or a brightly painted wall. If your brand has an “exclusive” feel - think about how your registration and visitor badge process boosts that secretive experience. If you’re a food startup, provide snacks. If you’re a travel site, you could project airline safety videos and offer tiny bags of peanuts.

How to do it: Pick a couple elements of your brand that are most important for a visitor to see right away. How can you show those to every visitor?

ROIBetter conversion on job candidates, more social media posts by visitors, more interested reporters and investors, employees start the day with a reminder of the mission each morning.

Touring Airbnb

2. Open up. Startups, even small ones, are inherently interesting. Opening up your office to visitors and events can be an easy way to share your story.

How to: Look for meet-up groups, college tours and recruiting events that like to make a visit. Some startups even have a monthly “open house” for customers.

ROI: Helps with recruiting and lead generation, builds inexpensive buzz, provides guinea pigs for testing messages.

Airbnb History Wall

3. Act like you’re making history from the very start. Be your own yearbook editor. You might not have even raised a Series A yet, but you can still celebrate your startup’s origin story as if you’re a sure thing for the cover of Fast Company next year. Start a small timeline museum in your office or on social media. Airbnb has early days photos of the founding team and the first product sketches on proud display.

How: Frame your original napkin sketch and hang it on the wall. Save your first business card design (it will be predictably hilarious to your team in four years).

ROI: Shows momentum and origin story to team, investors and press, engages the team.

Airbnb Design Team

4. Paper is cheap. Provide your team the tools to be creative anytime. The ROI on paper, post-its and markers is massive for brainstorming the next big idea, making a birthday card, creating a new geeky meme or playing a prank. At Practice Fusion, practically the entire office was designed to be whiteboard-ready for brainstorming at a moment’s notice. At Cuyana, the team keeps an inspiration corkboard up for each new design season in their San Francisco office/boutique.

How: Use paper, chalkboard, whiteboards, glass or cork to create a brainstorm area in your office.  

ROI: Your next billion dollar product or marketing idea, happy and creative staff.

Airbnb brand evolution

5. Show your work. A big website design or new product development cycle takes a lot of time, energy, paper and (often) cost. Make the most of the investment. Case studies of your process can be compelling for media coverage or award applications. At Airbnb, their recent logo redesign was turned into a mini museum showing the process and thought behind the designs.

How: Ask your design and product teams to share sketches and photos of their process.

ROI: Better buy-in for new ideas, new brainstorming is inspired by old work, shows your creativity to job candidates and press.

Airbnb Customer Photos

6. Celebrate your customers. Even when you only have a handful of customers, celebrating their perspective will help you keep their needs in focus and also help turn them into superfans. At Airbnb, the founders visited their early customers and took photos of them in action. These photos are now blown up to 5 feet high in the entrance area of the office and the original customers are still brand ambassadors. Make the most of fan mail, happy tweets and photos of your products in action.

How: Ask your clients for photos or testimonials, plan an on-site visit with your customers.

ROI: Instantly turns featured fans into brand ambassadors, keeps the team focused on serving customer’s perspective.

RentalRoom.jpg

7. Give back. You might not have much of anything yet, but that doesn’t mean you don’t have something you can share with the community. This concept was part of my SXSW panel on building startup culture a couple years ago. Consider lending part of your office to a meet-up group or set a once a month team volunteering session with a charity. Airbnb has turned one of their conference rooms into a community space that local non-profits can book online to use for free.

How: Decide if it makes sense to donate time, space or products. Pick a cause that is aligned with your startup’s mission.

ROI: Builds community support, strengthens team relationships, brings in fresh perspectives, deepens your company story for press

Airbnb Dinner

 Thank you to the Airbnb team for the tour!  Interested in applying these ideas for your own startup brand? Email Uncommon Bold today to learn more about building culture and buzz. 

Brand Workshop: How to Accelerate Bootstrap Growth?

Accelerating Growth

A bootstrapped enterprise health technology company reached out at the end of the summer to think about ways to accelerate their growth. The company had built up a lot of success with very little marketing and was now ready to drive some bigger buzz. Our custom workshop addressed: 

  • How can the company shift to a new audience without losing their core values?
  • What are opportunities to build thought-leadership in the healthcare market?
  • Is there such a thing as a company that's "too nice?"
  • What data could they share to build an interesting story for press?
  • How can they tap into their word-of-mouth success to drive bigger growth?

How to Measure Media Hits: A Heartburn-Free Analytic Approach to Tracking, Valuing & Setting Press Goals

Analytic Press Tracking

Tweet it: A data-driven method for measuring media hits (and it's actually useful!) #pr #startups 

“If you can’t measure it, you can’t manage it.” True or not, this phrase is dogma in most data-driven tech startups. This can be tough for communications leaders, since accurately measuring the value of media coverage is commonly seen as impossible in our line of work. You don’t want to be that person at the executive table with a clip binder while everyone else has fancy cohort graphs...what can you do?

The two measurements we often use for media—“equivalent ad value” and “estimated reach”—are unfortunately two of the ugliest stats in marketing, meaningless numbers propagated by expensive media tracking programs and resold through expensive PR agencies. A bad measurement can be so much worse than no measurement, rewarding “spray and pray” pitching that looks good on paper but doesn’t actually build buzz. Don’t follow that well-trodden path.

What communications leaders really need is a stat with mathematical appeal that speaks to the data-driven engineer/sales types while actually valuing both the quantity and quality of media coverage, a measurement with a broader perspective that can be used to set meaningful goals. Over the course of working with press-heavy startups in my career, I’ve hashed out a media tracking method that’s worked really well for my teams. (Shout-out to the talented Lauren Lloyd who helped put the finishing touches on this when we worked together!)

Here are five steps to set up an analytic approach to media tracking:

Step 1: Assign a 1–10 scale for the types of media your company wants to receive. If you’re a software company, your 10s might go to The New York Times, CNN and Wired. Your 5s could be TechCrunch and other trade press, and your 1s would be blogs. Assign samples for print, online, and broadcast on the scale. Feel free to give larger scores to press coming from .edu or .org sites to reflect their extra SEO value or to specific reporters that are major influencers for your audience. It is crucial to discuss your scale and get buy-in from your team early.  

Step 2: Set your media categories. Define the types of press you’re trying to reach: trade, consumer, culture, tech, business, international, etc. Your tracking could reveal that the company is earning consumer press when your founder wants to be focusing on trade—or visa versa. The categories are also helpful for showing various internal teams that you’re working to get coverage for them, too.

Step 3: Gather media hit data in a shared spreadsheet (here's a sample using Y Combinator). This process can seem a little labor intensive at the start. Trust me, it’s worth it. Go back a couple months and create a line for each media hit your company received. Add the date, headline, category, link, and name of the publication for the mention and give each a 1–10 ranking for the value of the publication.

Step 4: Score your coverage. Next, you’ll give a 1–3 ranking for the value of your mention in each media hit. A 3 represents the whole story being about your company, 2 is a paragraph, and 1 is a name drop. You can (but hopefully won’t need to) use -1 through -3 the same way for negative coverage.

Step 5: Benchmark and set goals. Now that you have a few months of data in your spreadsheet, you can calculate a score by multiplying the publication and value mention. For example, if your company had one big story in The New York Times, that’s 30 points. Or if you had small mentions on 30 different blogs, that’s also 30 points. The score balances both the quantity and quality of your media coverage, giving you freedom to focus on pursuing big feature stories as well as everyday coverage. 

Do you see a trend in your scores? You might be earning 100 media points a month according to the formula and decide to set a goal of increasing that 100% to an average of 200 a month for the next quarter. You’re already sounding super official and analytic! And you haven’t even started showing all the beautiful line graphs and pie charts that you can make with the media score data.

I suggest adding and scoring new media coverage on a weekly basis. If you have a media tracking program like Meltwater, great. That can make it easier to export and paste in media mentions. If not, you can catch most mentions with a combination of searches on Google News, BuzzSumo, Mention, and Twitter. Be honest with your scoring; inflating the numbers doesn’t help anyone. At the end of the month, calculate your final media score and create a few graphs that show your progress.

For goal setting, I recommend that most companies plan a target media score for each quarter. Tracking at the monthly level is just too squirrelly, with the number of business days in a month varying significantly. Quarterly goals make allowances for a major campaign that takes a couple weeks to plan and execute.

I hope this helps you bring a badass analytic approach to your media tracking! You’ll now be measuring like a champ and can start managing your media outreach with precision.

Feel free to email me anytime at emily@uncommonbold.com if you have questions or need help getting started!

Brand Workshop: How to Build Buzz for a Supercomputer Story?

Supercomputing startup

In May, Uncommon Bold created a custom brand strategy workshop for an exciting new supercomputing startup. The company had received some seed stage funding and was heading toward launch. We worked with technical founders to help them see the bigger picture: 

  • How can we help the tech community to "geek out" on our invention?
  • What is the biggest value prop for our enterprise customers?
  • How do we simply our product description?
  • What feeling do we want people to have when using our product?
  • How do we go beyond "fast" as our biggest differentiator?
  • How does the founder's unique background factor into the brand?

Brand Workshop: How do we Approach the B2B Healthcare Market?

B2B health tech brand

Uncommon Bold sat down with the team of a hot consumer health technology startup in May. The company had grown successful focusing on patients using their team's expertise in B2C technology, and wanted to figure out their approach to working with big healthcare institutions such as hospitals and payers. Our workshop focused on a couple big B2B brand questions: 

  • How does the company prioritize the various enterprise healthcare partners available?
  • Where can marketing resources be best applied to reach the right audiences?
  • How does our current focus help and hurt our B2B goals?
  • How do we align our product values with the world of healthcare economics?
  • What untapped B2B healthcare channels are we not yet considering?

Brand Workshop: How do we Focus and Grow our Business at the Same Time?

UX for brand strategy

An application design studio was facing a period of rapid growth and the brand challenges that come with that in April 2015. Uncommon Bold helped the team focus in on its core values and make some tough brand strategy choices: 

  • Are we a "vertical" (many services to one type of client) or "horizontal" (many clients with one kind of service) business?
  • How do we get more specific in who we want to work with and still grow our company?
  • Can we tell a compelling data story to reach our target audience? 
  • What experience do we want new clients to have when working with us?
  • Can we continue to grow as one brand or do we need to split into two?

Uncommon Bold on NPR: Fresh Strategies for Social Media in Medicine

digital+health+social+media

KQED's brand-new Future of You series is taking a dynamic look at the intersection of technology and health around the world. Covering everything from the Ebola crisis to surgery with robots to the shortage of women executives in digital health startups, the reporting is led by tech journalist Christina Farr.

In our first piece for Future of You, Uncommon Bold looked at nine clever strategies that make use of social media in medicine. What happens when a hospital live broadcasts a brain surgery? Can crowdsourcing solve a 20-year medical mystery? Do angry tweets accurately predict fatal heart attacks? Read about patients, doctors, startups, researchers, and hospitals finding life saving new ways to use social media >
 

Brand Workshop: How to Stand Apart in a Crowded Space?

Seattle brand workshop

In April 2015, Uncommon Bold headed up to Seattle to meet with a pre-Series A client in the marketing analytics space. A booming sector that is complex and difficult to conquer. Our workshop focused on:

  • What is our technology brand's voice and differentiation in the market?
  • How does our technical background as engineers factor into the company's origin story?
  • Can we build a community of marketers online? 
  • How do we narrow down our target audience?
  • What do we need to get ready to build buzz on a funding announcement?
  • What might get reporters interested in enterprise marketing analytics?