Case study · B2B environmental software
Envirosuite: one proposition per industry
An environmental management software company set itself a target of growing from 30 sites to 400 in 1000 days, and needed qualified leads to get there.
Situation
Envirosuite wanted more qualified leads: prospects with sites where its product could be switched on. Its marketing was built around one overarching product proposition.
Decision
Fix the proposition: replace one product-led message with a value proposition for each industry vertical, each built on that industry’s pain points.
- Segmented value propositions by industry
- A marketing strategy prioritising the top regions, industries and solutions
- Tactics for acquisition, conversion and retention
In the client’s words, it moved from “product-led” to “audience-led”.
Result
The client reported strong early results.
Client result.
Limits
Results were early when this was written up, and no figures are shown. Whether the 400-site target was reached is not claimed here.
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