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Increasing leads by 800%

Increasing leads by 800%

Integrated agile marketing drives success

IMGROUP now part of Hitachi Vantara, was a multiple award-winning data insight and information management consultancy that helped clients improve business performance, achieve competitive advantage and reduce cost through the effective use of data.

The IMGROUP leadership was looking for a marketing partner that could help reinvigorate their marketing programmes, inject new ways of working and help them to take ownership of early stage pipeline. Bright was chosen to work with them to create an agile approach to campaigning using thought leadership to drive engagement and establishing KPI that aligned to the company’s business objectives.

Injecting agile ways of working

Bright conducted a marketing diagnostic that identified key areas for improvement across people and culture, ways of working and martech. The marketing leadership and Bright then restructured the in-house team to ensure it was results-focused and better integrated with the sales team.

Bright worked with the in-house team to create and execute an agile marketing approach and plan focused on lead generation and brand communications. Built on strong content and integrated across all channels including events, PR, UX, digital and social media marketing.

Bright has the expertise, credibility and gravitas needed to help us instigate change and get support from the senior leadership team. The result was sharper, more targeted and effective marketing that built the brand presence as well as generating leads.

Rav Atwal, Marketing Director

Agile marketing transformation

Bright brought a mix of strategic thinking with a pragmatic, results-based, agile approach. The team delivered both critical short-term benefits and the longer-term strategic approach needed to build a successful programme that met the needs of the business, the results included:

  • 800% increase in qualified leads
  • High quality content used across multiple channels
  • Brand building resulting in acquisition by Hitachi
  • Greater alignment between sales and marketing
  • Transformed the marketing function and injected agile ways of working
  • Improved internal perception of the in-house marketing team
July 9, 2019 Sian Heaphy
Sian HeaphyIncreasing leads by 800%
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Agile marketing drives repositioning

Agile marketing drives repositioning

Perception as a spring board for repositioning

Founded in 2005, Mint Digital helps companies create and grow standout digital products and services. As the digital landscape has changed, Mint Digital has adapted and evolved to meet its demands. International expansion and the launch of new services meant the company had diversified and the senior team were keen to find out how this had impacted perception of them in the market.

Key to the project was that Mint Digital ended up with refreshed compelling, credible and up-to-date positioning messaging, that would give them a strong platform to drive the business forward.

The team at Bright were great to work with and very professional. The diagnostic was insightful, and the final workshop rounded everything off, helping us to shape our core messages.

Noam Sohachevsky, Director

Digging deeper into perception

Bright conducted a perception audit using an agile marketing approach to get maximum value and insight quickly. The perception audit focused on interviews with key customers, prospects and influencers. Using a customised series of questions that iterated and evolved with each piece of feedback. The questionnaire explored perceptions around the brand including strengths, perceived weaknesses, opportunities and threats.

Once the responses had been collected and collated, they formed the basis of a positioning and messaging session facilitated by Bright. The session used the key areas of strength and opportunity as the basis for a messaging architecture to take them forward in future.

Customer centric messaging

The perception audit, messaging workshop and the architecture created from its findings, enabled Mint Digital to align its messages to its audiences’ needs creating a customer centric approach and provided the following business benefits:

  • Insight into what its target audience really thought
  • Identified new market entrant opportunities
  • Valuable and actionable feedback to sharpen its delivery
  • Compelling, credible and up to date messaging
  • Repositioning strategy
July 9, 2019 Sian Heaphy No comments
Sian HeaphyAgile marketing drives repositioning
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