Completely Reshaping the Way a Company Thinks & Sells Itself.
Corelogic Symbility’s Solutions Messaging.
The ask:
Traditionally, Symbility sold to its customers on a product-by-product basis. However, when the products were combined, their customers could achieve better results in a quicker, more efficient, and often more cost-effective manner. How could they communicate the value of purchasing multiple products to customers in a convincing way without appearing like they were just trying to add on products for larger deal sizes?
The big idea:
No one likes to feel like they’re being up-sold. Mentally, most people perceive this as someone trying to trick them into spending more money, so they start from a negative place, making it harder to sell to them. So, instead of up-selling people, what if we showed them what the whole package could do for them right from the beginning?
The solution:
To help articulate how the Symbility suite of products worked better together, we spoke to customers and internal customer-facing teams to understand what problems they were trying to solve using various products from the company’s suite.
We then narrowed the list down to the six most common themes and put together a set of webpages to show customers how the Symbility suite of products could be used together to solve those problems. Since Symbility’s solutions usually require buy-in from several different business units across a company, we created messaging that could be understood by everyone.
Using this information and messaging, the company was able to completely shift the way they spoke to customers, from a product-based perspective to a solution-based one.
While messaging was designed for broad consumption, we snuck specific industry terms and jargon into critical areas that would appeal more to a particular client role, when appropriate, to connect the right people
on the right points.
The results:
To aide in this new way of thinking and selling, web pages were created around each of the six main solution themes. These pages included easy to understand problem and solution statements that resonated with customers’ real business needs, real customer examples of how the solution was already implemented and supported with proof of success, and videos to help quickly articulate each solution.
The messaging that came out of these webpages was then used to help inform all subsequent marketing materials and content forward from that point in time.
The new pages contributed to the company doubling their web traffic YoY, and helped the company to secure #1 rankings in searches for crucial industry terms they had not ranked for prior.
Switching to this new line of thinking helped the company to more eloquently explain how buying into their suite of products can help their customers, which lead to higher interest in more products and larger deal sizes.
More:
My contributions:
Strategy
Message development
Copywriting
Scriptwriting
Video co-director
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