One CRM among 600.
Wingmate competes with hundreds of other CRMs. I repositioned it as a platform that helps sales teams close faster, then rebuilt the website, sales materials and email program around that message.
- Industry
- Sales software (CRM)
- What I did
- Positioning, website, sales materials, email
- Location
- Toronto
The challenge
Wingmate is a Toronto-based CRM. Scott Brinker's marketing technology landscape lists more than 600 CRM companies.
Wingmate's positioning didn't show why it was the better choice or who it was for. The website wasn't turning visitors into leads, and there were few sales materials.
What I did
I looked at what Wingmate customers, companies with employees in the field, actually got from it: a simple but powerful CRM that lets field staff capture leads and opportunities and pass them straight to sales.
I repositioned Wingmate as a platform that helps sales and customer support teams close deals together. That became the company's tagline: "Capture. Connect. Close."
What changed
- The website was rebuilt around the new message
- New sales and marketing materials aimed at its best-fit customers, to shorten sales cycles
- Ad campaigns and content comparing Wingmate with Salesforce
- Cold email open and conversion rates improved, and demo requests rose significantly
Wingmate also saw a healthy increase in leads and sales from better-qualified prospects.
"Mark is a devoted Swiss Army knife in B2B marketing and branding. Any company seeking CMO-level guidance without hiring a full-time CMO would benefit greatly from Mark's hands-on expertise."
Matt LeuschnerFounder and CEO, WingmateTell me what's going on with your marketing.
You'll leave the call with an honest read on what to fix first, whether or not we work together.