What Can You Control?

A startup based in Tennessee whose technology helps big businesses organize and book offsite corporate events was facing an inflection point. With the onset of COVID, their target audience was no longer meeting in person. The core of its value proposition was at stake and it needed a strategy to somehow make it through the pandemic with its business intact. Backed by some of the largest hotel conglomerates in the world, they had the financial support to extend their runway but needed to prove that its business model could still exist in the face of turmoil.

Think Long-Term

Superstoke was brought in to help marketing and sales leadership devise a strategy, over the short and long-term, to help our client stay relevant through turbulent times and emerge from the pandemic stronger than ever. Among our recommendations, was the production of a roadmap that started with a brand refinement sprint and concluded with the build and execution of evergreen campaigns meant to increase the marketing team’s production and reach more of their target audience.

Optimized Brand Execution

In close collaboration with marketing and sales leadership, we enhanced their customer-facing brand to reposition it as a source of industry-leading insights and best practices to instill trust and build their relationships with their customers and prospects. We also tested a whole new visual identity featuring the work of artists who highlighted themes of community and optimism with a bold color palette unlike anyone else in the industry.

With a new engagement strategy in hand, we designed an integrated solution to execute on our plans and provide insights along the way for optimization. We implemented Salesforce Marketing Cloud Account Engagement as the execution engine for their new, highest-priority channel – email.  We also integrated with Sales Cloud, monitored and scored engagement and passed sales high quality leads on a live-basis.

Analytics To Prove It

The result was our client succeeded in what it had set out to do – increase engagement by prioritizing thought leadership, position itself as not only a solution provider but more importantly as a long-term trusted advisor and capture the attention of more of its audiences with strategic and well-targeted messaging.

Email became their most prominent lead source as it generated 40% of all their web traffic. They had found a way to remotely increase productivity, sustain lead volume and stay afloat long enough to see their product become a viable solution for planning, coordinating and organizing large corporate events.