Silicon Strategies Marketing - Product launch strategy for enterprise IT software   Silicon Strategies Marketing - Marketing Consultancy for the High Tech Industry        
 

Targeted marketing messages drives sales
Appealing to the emotional and personal motivations of professionals drives 400% ROI

The Client: FundNET provides software for both enterprise and financial service advisors.

The Situation: FundNET had not performed a bottom-up planning of their  market messages, especially for their software that was used by financial advisors. It was critical that financial advisors adopt FundNET given that these people often drove demand for FundNET's enterprise products.

Silicon Strategies Role: Silicon Strategies Marketing guided top FundNET executives through an intensive market message development process focusing on sub-segment composed primarily of financial advisors. 

The Processes: Silicon Strategies has well honed processes for market message development.  Given FundNET's urgent need to reach financial advisors, and the long experience FundNET executives had in their market, we opted for an a priori processes that focused on discovering, documenting, and distilling the functional and emotional motivations of financial advisors.  The primary drivers were:

  • A desire to increase their sales and make more commissions

  • A matching desire to grow their clientele base as opposed to churning clients

  • To reduce their workload and enjoy more free time

Silicon Strategies guided processes allowed FundNET management to collaboratively create core marketing messages that covered these motivators in elevator pitches, short descriptions, and long descriptions.  These messages were finally distilled into the corporate slogan:

Earn, grow, relax.

The Strategy: As with most messaging exercises, the strategy was to match emotional and functional motivators into unified messaging.  When market messages appeal to both halves of the mind (emotional and logical), the buyer has a complete desire to investigate the offering as it more fully satisfies his/her needs at a subconscious level.

For FundNET, it was optimal to engage in a one day a priori session given the deep experience of the management team and the short time-to-market.  Silicon Strategies has more detailed processes for clients with other needs and priorities. 

The Results: It took a very short time to see results.  With their value proposition expressed in a mere three words, the rate of inquiry shot up and FundNET realized a 400% return on investment from the messaging exercise.

The Lessons: People, regardless of their job or position, have complex motivations that are never completely logical.  Appealing to both functional and emotional drivers gives prospects all the incentive they need to pick up the telephone.

Contact Silicon Strategies Marketing for a telephone consultation on your market messages.

FundNET - a Silicon Strategies Marketing client

SSM White Paper

Got Message? The Importance of Core Market Message Development

Discover how market messages drive instant affinity and create brand preference.

SSM Customer Quote

Johnathan Hunt - CEO of FundNET
“FundNET saw an immediate increase in the number of sales we were closing after we implemented Silicon Strategies Marketing’s recommendations. The whole process exceeded our expectations and gave us an ROI in excess of 400% within months.”

Jonathan Hunt
CEO, FundNET

 
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