A NEW VOICE & A NEW FOCUS
Refreshing and extending the value proposition
Industry:
IT Managed Services
Services:
Short strategic sprint
Proposition workshops
Value proposition
Core messaging
UK & USA Go-To-Market plan
Maximising existing and creating new marketing assets
The big business challenge
Like many B2B sectors, IT managed services is a saturated market, served by mostly indistinguishable brands, who relish communications full of technical jargon and corporate speak.
So, when CSI wanted to reinforce their foothold in the IBM Power space and develop their public cloud service offering, they knew a very different approach was required. Not only to stand out from the crowd but also to truly connect with their customers.
Choosing a new agency for the value proposition and messaging project was a much faster and easier decision, thanks to Perfectly Picked being a Microsoft preferred strategic marketing partner. This introduction gave CSI immediate confidence and accelerated the project considerably.
What?
Showcasing CSI’s breadth of expertise through an updated website required both a fresh approach to messaging and a Go-To-Market plan that could be applied in the UK and then easily adapted for the US business.
The new Value Proposition needed to address customer needs more clearly, and be a springboard for a more innovative, practical strategic marketing and communications programme.
How?
Developing a solid proposition required structural groundwork to build robust foundations. In depth research and a half-day value proposition workshop with key CSI stakeholders and senior management was the starting point. In a short time we were able to understand CSI’s strengths and ambitions and why it mattered to their customers, resulting in a well-communicated new value proposition, core messaging and a choice of campaign-related messaging routes.
The final step was to weave the new messaging into existing marketing plans. We maximised and repurposed existing assets, then added new assets, events and campaigns around brand awareness, thought provocation, account-based marketing and lead generation.
The resolve
Shepherd's goals were big, and as a start up there was lots to do. Over the course of two years we helped Shepherd navigate and conquer challenges concerning positioning, go to market, growth, partnering and fund raising.
Results
CSI were delighted by both the outcomes and outputs of the project. The updated UK-based website with the new “different conversation” messaging went live a few weeks later and has been steadily generating improved levels of engagement with visitors.
A new US Tectrade website was launched, using the “Best of Both Worlds” messaging. From there, roundtables and further PR, a review of existing assets and tactical digital campaigns followed.
“We really clicked with Perfectly Picked. Their unique blend of a methodical approach, pace of work and style of engagement meant they were not only easy to work with, but a pleasure.
What really impressed was their ability to really understand us. Perfectly Picked were able to see our strengths, identify what was needed, and then took us through an exciting journey to help us transform how our business is perceived in the market."
Lelah Stevenson
Head of Marketing, CSI
