Question: How do we identify the decision-makers at our customers’ organizations, and how do we talk to them?
The Client – ISR was engaged by the Global Marketing Director at a Top 20 CDMO with the above question. The client had years of experience in marketing their brand to prospective customers but had recently begun to question the efficiency of their marketing spend. The client wanted to demonstrate to their company stakeholders that their marketing efforts were not only hitting the right targets, but that the language used in those efforts reflected their customers’ needs. Knowing this information would allow the client’s marketing department to move away from broad, product-based messaging focused on how good their services are, to messaging focused on how their services address their customers’ concerns.
Solution: A deep dive into the decision-making unit and decision-making process.