We researched the core needs and motivations of HM Cargo’s buyers by:
- interviewing the company’s most profitable clients,
- interviewing the employees they talk to regularly, and
- analyzing emails and testimonials.
We completed our research with a messaging analysis of HM Cargo’s direct competitors and the global industry leaders to identify positioning opportunities.
We found out that their current messaging was failing due to a lack of alignment with the buyer’s pain points and expectations. HM Cargo’s most valuable clients were mature companies, concerned with process optimization, digitization and data visibility and not so much with prices.
Based on our research, we created new data-informed personas and redefined the company’s value proposition. We documented our findings in a messaging playbook with key messages and email templates to be used by the Sales team. As a result, email reply rate improved, and the reps reported being less frustrated.