One CRM among 600.
Wingmate competes with hundreds of other CRMs. I repositioned it as a sales acceleration platform, 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 and messaging did not show why it was the better choice, or reflect its platform and audiences. The website did not engage or convert prospects, and there was little marketing and sales collateral.
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 sales acceleration platform that makes sales and customer support a team sport. The new brand promise is the company's tagline, "Capture. Connect. Close."
What changed
- The website was rebuilt around the new message
- New sales and marketing materials aimed at the ideal customer profile, to shorten sales cycles
- Ad campaigns and content contrasting Wingmate with Salesforce
- The cold email program saw better open and conversion rates and a significant increase in demo requests
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.