Marketing and Creative Consulting Services in Boston, MA | Conduit Innovation

Customer Experience
Marketing & Digital Studio

We enable your organization to stop making marketing and creative decisions in a vacuum and begin making your customers the north star of your strategy & ecustomer experience.

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Marketing Strategy

What Forces Currently Undermine Today’s Marketing Strategies?

  • Unrealistic and hollow goals
  • Fragmented digital marketing tactics 
  • Inability to measure marketing attribution
  • Your customers’ resistance to be sold anything anymore
  • Your current and future customers being tone deaf to things that are not both relevant and helpful to them

Customer-Centricy Solution

Customer Centricity allows you to be able to identify, engage, and convert your highest-value customers for less money, time and effort than you currently spend on sales and marketing.

Setting Priority and Focus

  • Append customer target segments with historical sales and marketing behavior as a mechanism to plan outbound activity
  • Leveraging that behavior to align resources and tactics around customers’ buying habits and decision-making processes
  • Prioritize these efforts given the seasonal patterns of customer segments

Build a High-Value Customer Acquisition and Retention Plan

We build a comprehensive marketing strategy designed to maximize customer engagement, as well as your sales and marketing spend, by delivering exactly the right information to the right high-value customers and prospects at the right time in their journey.

Our team will take a granular look into your sales performance metrics and work with your sales and marketing teams to ensure that your new customer acquisition and retention plan is realistic, obtainable and measurable.

  • Budgeting and Goal Setting
  • Qualitative Voice of Customer data
  • Quantitative Attributes
  • High Leverage Tactics (easy, predictable ROI)
  • Low Leverage Tactics (difficult, unclear ROI)
  • Top-down approach based on values and ROI
  • Bottom-up approach with Account Managers to Gatekeeper sale and mass marketing to customer
  • Long Term Plan
  • Short Term Plans and Sprints
Target Audience Segmentation
All customers are not created equal, and by using attributes we can take our knowledge of the customer to
define the markets that we are operating in and where value lies based on what different customer segments
provided to us. Considering segments by stability, growth, margins, etc. allow us to create a holistic strategy that understands customer's roles and maximizes their potential for us.

Areas of Focus

  • Define Your Customer Segments
  • Weight & Influence of Customer Segments
  • Revenue Distribution Across Sales & Marketing Organization
Customer Profiles

Understanding Your Customer

Understanding your customer isn’t as simple as knowing what they buy and why they buy it. We want to know what their environment looks like - what is changing, what is impacting them, what their goals are etc. You are only one piece of your customer's world, so we need to understand their entire context to determine where we
can add further value.

Customer Profiles

We craft customer persona profiles based on shared attributes and commonalities. However, unlike traditional buyer personas, we map your historical sales data against these personas to determine the real (sometimes hidden) monetary value of each.

By identifying your highest value customer personas, their careabouts and triggers, we can help you increase revenue and your ROI with a hyper-focused sales and marketing plan for attracting, acquiring and retaining more of them.

Understanding the Customer of Your Customer

Though we are often a layer or more removed, our customer's customer is just as impactful on our business
as our customer. Having knowledge of their context: the forces shaping their business, and their priorities and
challenges, helps us understand how they operate, and how that impacts our customer and us. This provides us with an opportunity to be a problem solver for our customer by helping them help their customers.
Customer Journey

While most companies create buyer personas, the majority of them collect dust in a drawer because marketers are given no actionable steps for applying them. We map all of your buyer and influencer personas across their buyer’s journey, identifying the key players, the role they play at each stage, content preferences, and the key milestones in their decision-making process.

From awareness, interest, consideration, purchase and beyond, we provide your sales and marketing teams with a complete roadmap for how all your customer segments can interact with your brand and why they should.

Areas of Focus

  • Customer needs, challenges and motivations
  • All the people involved in a purchase, and their role, in each stage
  • All the people involved in a post-purchase, and their role, in each stage
  • Buyer preferences and actions at each stage of the journey
Branding

At Conduit, we work with clients to remove subjectivity from the creative process and instead ground everything in the perspective of the customer. By leveraging a deep understanding of customers’ wants and needs, and integrating that into the DNA of a brand, we can ensure that all messaging will serve a purpose and resonate with customers at every level.

Branding // Unique Value Proposition // Messaging and Positioning // Logos and Taglines // Visual Identity // Brand Guidelines

Value Proposition & Messaging

We work with our clients to create a multifaceted unique value proposition (UVP) that resonates with their valued customers based on use qualitiative and quantative data and customer insights. Individual components of the UVP should resonate with specific customers in specific market segments, geared particularly to customer motivations and pain points.

A cohesive and specific UVP that has the above attributes will then allow Sales and Marketing to develop a strategy with relevant messaging that can be distributed via appropriate channels at the right time of their customer experience funnel.

Content Strategy

Content Strategy

Conduit understands that a content strategy can no longer be one size fits all. Customers are constantly changing, and their needs are as well. By coupling data and segmentation with personas and knowledge, we create a content strategy that emotionally hooks customers, speaks to their varying needs, and effectively translates your message into their world, delivering a truly universal value proposition. Through this process, we ensure that every creative item serves as a conduit to the best customer experience.

Persona Development // Customer Attributes // Customer Journey Mapping // Conversion Paths // Voice of the Customer // Customer Profiles // Customer Segmentation // Voice and Tone Development // Customer Nurturing Tracks

Video & Image Strategy

Conduit knows that consumers care about authenticity, and there is no better way to tell your story and bring your brand to life than through a video or engaging imagery. As content consumption habits have changed, having a cohesive and effective video strategy has become even more vital as videos provide brands with a unique ability to convey their personality to a customer and allow an authentic self to shine through. We understand the power of connecting with consumers at a deeper level than just words on a page and can create a video or image strategy that drives this connection and engagement. 

Image Strategy // Video Strategy // Communication strategy // Video Production // Photography

Website Design

Conduit views websites as a powerful tool – a 24-hour salesperson. But in order to harness this power, your website design must be cohesive and intentional; everything must serve a purpose. We know that even the smallest detail is vital in creating an exceptional user experience, and we work to ensure alignment on vision, direction and strategy. We leverage expertise in website design and development to translate this into a site that is thoughtful, easy to navigate, and an effective sales tool.

User Experience // Wireframes and Prototyping // Site Flow // Web Design // Web Development // Third Party System Integrations // Responsive Design // Kentico Partner