Creating the Marketing Playbook

Problem

IWS had successfully achieved an industry leader position in their home market – Estonia. Therefore, their next focus was set on exporting to the EU. With limited sales team resources, they needed to create a marketing strategy and a plan that would support their sales efforts in less familiar markets and help to attract new leads through digital presence. They also wanted to define their value proposition to help position them as innovators for potential export clients.

Solution

In order to achieve getting more cold leads from 10 selected EU markets, we created an IWS Marketing Playbook. This document consists of the marketing strategy, core brand principles and a 3- year actionable plan for the company. The creation of the Playbook was done in 2 steps – mapping the As-Is situation and defining the To-Be guidelines. During the mapping, we conducted client interviews from 5 countries, did team customer mapping and competitors workshops, analyzed the competitors and the IWS brand, conducted an UX/UI audit and a thorough SEO research. The research phase was the basis for the Playbook.

Results

The Marketing Playbook sets the principles for all the marketing activities of the company as well as the measurable goals. It also serves as a document that helps to onboard new team members or agencies, saving time in understanding how to conduct marketing activities. In the Playbook we defined the new value proposition that focuses on IWS’ key product, defined the export client persona and the customer journey, outlined the marketing channels and a content strategy, created an example trade fair marketing plan and digital marketing guidelines. We also helped to set their website’s focus and proposed a new structure that would direct the visitor through a planned customer journey, would grow trust and have set measurable goals.

Data

• Interviews with clients from 5 countries
• SEO research in 9 languages
• 3-year actionable marketing plan