B2B : CASE STUDY : CASIENT DEVELOPMENT

The world of customer relationship management is both massive and extremely competitive. For a product to stand out, it requires messaging surrounding its unique selling proposition. In this case, highly customizable and categorical structuring of data can create a tailored customer experience for nearly any type of business.

The strategy here is to focus on specific business segments known for not using but could benefit from a complex CRM system, and apply marketing messaging directly to that segment that is both relevant and compelling to the features of this software. A free trial with some customizable options was the best method to allow business owners to experiment with a CRM geared towards their specific industry.

After a leads list is generated, invitation cards are sent with messaging and a QR code to get them started in the process. An email, landing page, and follow-up helps potential clients learn the benefits of transitioning from their archaic systems to a more streamlined data-centric approach.