Results
In just four days, the organization emerged with a clear vision of its ideal customer, a structured buying journey, a sharpened positioning, and a complete 12-month marketing strategy ready for deployment.
Context
This case study highlights the intervention carried out for a Québec public organization active in the field of industrial innovation. With several decades of expertise, this organization supports businesses in improving their productivity, competitiveness, and environmental performance. Its mission is to foster innovation and accelerate the adoption of new technologies across the province.
Symptoms
- Lack of clarity around the added value and market positioning of a specific department’s service offering
- Low awareness of its services among existing and potential clients
- Absence of a structured marketing strategy to increase external visibility
- Underutilized cross-selling opportunities within the organization’s broad client base
- Need to strengthen interdepartmental synergies to boost long-term cross-selling
Objective of the approach
The organization sought Maïeutyk’s expertise to refine its positioning and to grow its share within a rapidly evolving Québec market.
What We Accomplished
- A 4-day intensive co-creation workshop tailored to the organization’s specific context
- Development of the Brand DNA Brand DNA – Maieutyk
- Definition of the ideal client profile (persona) Customer Journey – Maieutyk
- Customer journey mapping Customer Journey – Maieutyk
- Development of a communication strategy Communication Strategy – Maieutyk
The Outcomes
- Ideal client profile (persona)
- Customer buying journey
- Lead funnel with cross-selling opportunities
- Sales process
- Clear value proposition (positioning of their added value)
- LinkedIn as a communication and business development tool
- 12-month marketing strategy
- Communication plan including a 60-day launch roadmap
- Capacity to leverage the internal database and boost cross-selling
