A clear place to start, before spending on marketing

The challenge

A global logistics company had grown the traditional way, on relationships and reputation, and ran much of its business that way too. It had tried digital marketing before without seeing a lot from it, including spending with previous agencies and not getting the results back. So they were understandably wary of putting more money into channels without knowing where it would actually pay off.

The real gap wasn’t any single tactic, it was a clear picture of who they should be targeting, and why. So before recommending they spend on anything, we advised them to work out where their money would give the best return.

The work

That started with a buyer persona workshop. We got their sales and marketing people in the room alongside our team, and worked through everything we could about their different audiences: who they are, what they care about, where they spend their time, and how they really buy. It was deliberately comprehensive, capturing the knowledge that lived in people’s heads but had never been written down. Then we went away, did our own external research to test and enrich what we’d heard, and presented it all back as an organised deck, a proper deliverable they could keep and work from.

The results

The workshop, backed by our research, gave them a genuine asset: a clear, lasting picture of their different audiences, their biggest pain points, and where those buyers actually spend their time, all in a deck they could keep and refer back to.

It also showed us clearly what the next steps should be, so we moved into them: sorting out their Google Business Profiles across their locations, and building the core landing pages the site was missing, with a longer list of follow-ups behind that.

They went from spending on marketing and hoping it worked, to knowing exactly what to do first, and why, and getting on with it.