800% JUMP IN REVENUE FROM NEW CLIENTS
A Fearless Brand leads to bigger clients with bigger budgets
Challenge
ClickMail CEO Marco Marini had a problem: Sales were way down at his email marketing company. ClickMail’s brand and marketing were generic and didn’t speak to the needs of the market. The sales team had great difficulty converting leads.
Solution
ClickMail brought in Fearless Branding to define ClickMail’s brand and give the company more powerful tools to win new business. We did three things:
1. Conducted in-depth interviews with clients and channel partners to get candid feedback.
We got some nice surprises: They said ClickMail’s CTO was a genius. They highly valued ClickMail’s technology acumen – and the business results it produced. Prior to these interviews ClickMail didn’t know about these positive client perceptions – so they weren’t leveraging their strengths in sales and marketing.
2. Led ClickMail’s management team through a rigorous Brand Vision process.
We strengthened the company’s value proposition and developed a bigger, more fearless vision for where to take the business. A key outcome was a commitment to sell higher value services to larger, more sophisticated (and less price-sensitive) clients.
3. Developed ClickMail’s new brand message and website copy.
Fearless Branding wrote ClickMail’s tagline, “Make Your Email Smarter,” and all of the copy on ClickMail’s new website www.ClickMail.com, including a thought leadership whitepaper.
Results
ClickMail’s average deal size more than tripled, resulting in several million dollars of incremental revenue. The sales team stopped pursuing smaller, price sensitive clients. With more powerful tools, ClickMail successfully converted bigger clients – with bigger budgets.
