WHEN IN DOUBT, THE BASICS STILL PROVE TO BE THE BEST COURSE OF ACTION
When Steve Bederman took control of NobelBiz they had been struggling to understand their true position within telecommunications. Sometimes they were perceived as a carrier because they sold minutes to outbound callers. Sometimes they were seen as a SaaS (software as a service) provided because they provided technologies that worked in conjunction with the outbound calls.
Every time a new leader had been brought to the helm the direction changed and a new journey began. Trends were chased and new ideas replaced others that had started gaining traction. This left their customers confused as to what they had purchased, and kept potential customers at bay as they didn’t understand the offering.
Steve tasked The Idea Guy to determine a course of action that would provide a stable foundation on which to build a communications platform. Staring with the basics, we confirmed the products the company was selling, the features that made them appealing to customers, the logical benefits they provided the buyer’s organization and the real (emotional) benefits the buyer received for making the decision.
On this new understanding, we re-designed marketing communications to promote new language, from website to social to events. Icons help quickly identify core offerings, and a brand clarifier helped prospects understand expertise.
Once completed, NobelBiz was confidently re-branded as a Contact Center Technology company attracting the right prospects to the top of the sales funnel.