VidVersity, a digital learning SaaS company, makes it easy for organizations and enterprise-level companies to develop their own video training programs. They’ve been in business for years, but recently came under new ownership.

While business was going well, the owners, Liz and Nat, were in an endless loop of webinars, sales funnels, and social media outreach that didn’t quite hit the mark.

This wasn’t their first time trying something new to promote their business. In fact, when they first approached us, we struggled to find their website in a Google search–all of the abandoned project took up the first page of results. If we were struggling to find them, their customers would face the same challenge, costing them sales.

The VidVersity platform is the first of its kind, but because it was so easily mistaken for more well-known products, it was really hard to sell. People were interested, once they learned what their product did, but getting new leads and nurturing them was a slow process (and one where they weren’t having much luck.

However–when they went to tradeshows, they always signed new clients. That told us that they are great natural salespeople and had a knack for winning over people they were meeting in real life. Unfortunately, that spark was missing in their current online marketing.

When they came to me, Liz and Nat expressed an initial interest in an inbound strategy that focused on content marketing. They wanted a specific roadmap to meet their goals, and wanted ongoing support to make sure they stayed on the right path.

Liz and Nat set three goals for their strategy:

1. Get a 100% increase in revenue, taking them from $350,000 a year to $700,000 a year.

2. Create a marketing automation system that made their marketing system run like a well-oiled machine.

3. Optimize their lifecycle marketing to more effectively move leads from the top of the funnel through purchase.

They also needed to have a message strategy that succinctly communicated the value they offered, including their one-on-one customer care, training program, and other add-on services few of their current clients knew about.

The financial industry has changed a lot in the last 20+ years, and this client would know. Michael’s business used to grow through word-of-mouth and reputation, but it was getting harder and harder to reach new clients. It’s no longer effective to just pick up the phone or hope for to use a personal connection to get in front of decision makers in the banking industry.

Peregrin offers a full range of services to help banks better manage debt management plans (DMPs) for their customers, offering control for what is often a hard-to-manage, but required, service. Every bank has this challenge, and most use a mix of services to handle the various aspects of their DMPs. With Peregrin, they can simplify the process with an all-in-one SaaS product. Working with them should be an easy choice, but a lot of the decision makers at banks aren’t aware that there’s a better solution for their DMP challenges.

One of the biggest challenges was reaching the right people in an industry that is dedicated to protecting their company; his ideal clients aren’t going to put their email in a newsletter sign-up and reveal that their company is looking for assistance. Additionally, Peregrin offers such a wide variety of services, and trying to explain what they do and who they do it for took a several-minutes-long discussion.

There is no hard data for the benefits, and in order to implement the system, banks need to involved their vendors, information security, and IT. There’s worry about sharing customer data, and that the whole process is going to be cumbersome and not worth it in the end.

Ultimately, the biggest challenge was that the decision makers at the banks weren’t always aware that there was a problem with the current process, or if they were aware, it wasn’t a high enough priority to be something they wanted to get involved with.

What Peregrin needed was a way to get the people actually running the current DMP process engaged, and then enable them to start getting the decision makers involved. To do this, they needed to create an irresistible brand message, a consistent and powerful marketing strategy, and a plan for implementation that was easy-to-understand and manageable.

ONEai Health, a SaaS healthcare software, had a problem. Like many SaaS companies, they’d created a brilliant product, but they were struggling to find the right words to describe what their product actually offered. To make matters more challenging, their product is a new type of solution to an old (but persistent) problem for health care facilities. How do you talk about something that has never been done before?

I was brought in at the request of one of the project’s investors. Our goal was to find distinction and differentiation for their product, and then build a messaging that not only explained the problem but offered their software as the best solution.

ONEai Health had created something new. However, their closest competing project was a bit of a dud; it just didn’t give hospitals and health care providers the information necessary for patient care. ONEai was different, but one of their biggest early struggles was differentiating themselves from the other products.

They also struggled to talk about their product in plain language. They built something brilliant, but translating that brilliance to their target audience was hard. They could easily articulate the features, but people care more about the benefits, and that was a lot more difficult to talk about in a way that really connected with healthcare professionals.