Transforming a traditional service focussed company into a self-service platform

The Challenge

We were asked to develop InsightBee’s brand identity in line with their new brand name and strengthen their position as experts in the field of ‘open platform’ development.

Many professional services companies evolve little over the years. In such industries the major players all compete with each other on fairly level terms. These conditions can lead to an undifferentiated landscape and sometimes a race to the bottom as price becomes the only remaining key differentiator. To stand-out, a company must look forward and adapt.

The traditional business model involved having prearranged corporate accounts with orders taken over the phone and the end product being delivered as email attachments. More importantly the research was done entirely by hand using online research and specialist databases – a time intensive process that was reflected in the price of the end product.

Evalueserve are one of the world’s top companies in this sector, employing thousands of researchers and analysts in locations spread around the world. But they saw how automation has the potential to increase efficiency and to offer their services faster and cheaper than anyone else could afford to, and so InsightBee was born.

The Solution

Prior to developing a new digital advertising strategy focused on InsightBee’s growth goals, We worked with the key stakeholders to understand the nuances of its sales cycle including sales stages, qualification standards, target markets, and time to close.

During this time we developed and executed a digital and event marketing strategy that focused on the entire marketing funnel, from awareness through Interest, decision, and ultimately action.