CLIENT SUCCESSES
CBIZ
B2B / Accounting, Tax & Advisory Services
Conducted primary research via 1-1 client phone interviews to uncover strengths, value and differentiators. Researched competitive market to understand uniqueness of CBIZ market offering. Worked with Executive Leadership team to articulate new brand positioning, value and messages to differentiate from competitive alternatives. Developed marketing and sales enablement toolkits. Conducted internal training on branding and toolkits, and served as a resource from launch through execution.
Challenge & Opportunity
Client’s sweet spot was serving the business needs of the market just below the ‘Big 4’ firms. While the competition in this tier two space was considerable, the client had unique strengths, capabilities and expertise that were not effectively and efficiently communicated and marketed to its audiences. Additionally, the marketing and sales organizations lacked the tools, resources, and programs to do such.
A situation analysis followed by primary research with clients via 1-1 phone interviews were conducted. Simultaneously, secondary research was completed of the top 5 competitors they encounter most frequently. These insights were used to inform the brand development process- positioning, messaging, value proposition and promise to differentiate our client from their top competitors. Once the new brand work was completed and applauded, the organization was gathered for ‘bringing the brand to market’ training.
During the internal training sessions we captured the tools, programs and resources the organization needed to effectively and efficiently bring the brand to market with their buyers and influencers. Our job was then to create these tools, programs and resources in a turnkey toolkit for the marketing and sales teams to utilize on a daily basis.
Once the comprehensive toolkits were completed, a second training program was conducted on how to implement and execute on these tools, and a refreshed launch strategy was initiated.
The client was well received by their multiple audiences, and advanced their standing within the sector and among the competition.
Services & Solutions
Conducted situation analysis, and designed and conducted primary research with clients and potential clients, while conducting secondary research of the top competitors. Developed new brand positioning, messaging, value statement, promise for each of the target audiences. Created brand, marketing and communications materials (print/digital), and complete sales enablement toolkit by audience. Developed relaunch strategy, and served as a resource for sales and marketing throughout the process.
Outcomes & Results
New brand voice developed and launched on-time, on-budget and on-spec. Entire organization trained on new brand voice (positioning, messaging, value proposition, promise). Sales and Marketing Toolkit created and deployed. Unique, differentiated brand received favorably by senior-level business audiences, elevating client’s market position among its competitors.
Conducted primary research to uncover client strengths, value and differentiators. Researched competitive market to understand uniqueness of CBIZ market offering. Created and articulated new brand positioning, value and messages to differentiate from competitive alternatives. Developed marketing and sales enablement toolkits. Conducted internal training on branding and new toolkits, and served as a resource from launch through execution.
Challenge & Opportunity
Client’s sweet spot was serving the business needs of the market just below the ‘Big 4’ firms. While the competition in this tier two space was considerable, the client had unique strengths, capabilities and expertise that were not effectively and efficiently communicated and marketed to its audiences. Additionally, the marketing and sales organizations lacked the tools, resources, and programs to do such.
A situation analysis followed by primary research with clients via 1-1 phone interviews were conducted. Simultaneously, secondary research was completed of the top 5 competitors they encounter most frequently. These insights were used to inform the brand development process- positioning, messaging, value proposition and promise to differentiate our client from their top competitors. Once the new brand work was completed and applauded, the organization was gathered for ‘bringing the brand to market’ training.
During the internal training sessions we captured the tools, programs and resources the organization needed to effectively and efficiently bring the brand to market with their buyers and influencers. Our job was then to create these tools, programs and resources in a turnkey toolkit for the marketing and sales teams to utilize on a daily basis.
Once the comprehensive toolkits were completed, a second training program was conducted on how to implement and execute on these tools, and a refreshed launch strategy was initiated.
Client was well received by their multiple audiences, and advanced their standing within the sector and among the competition.
Services & Solutions
Conducted situation analysis, and designed and conducted primary research with clients and potential clients, while conducting secondary research of the top competitors. Developed new brand positioning, messaging, value statement, promise for each of the target audiences. Created brand, marketing and communications materials (print/digital), and complete sales enablement toolkit by audience. Developed relaunch strategy, and served as a resource for sales and marketing throughout the process.
Outcomes & Results
New brand voice developed and launched on-time, on-budget and on-spec. Entire organization trained on new brand voice (positioning, messaging, value proposition, promise). Sales and Marketing Toolkit created and deployed. Unique, differentiated brand received favorably by senior-level business audiences, elevating client’s market position among its competitors.
