Axient had an identity crisis when I met with Managing Director Mark Howarth in 2013. Mark was trying to reposition Axient, but telling their story was confusing, the web was complex to navigate, and they needed a strategy to pull all the marketing together. Mark knew he needed an integrated approach.

Approach
Here's what we worked on:

• An SMP—strategic marketing plan—that would set the direction for the business and identify what needs to be done.
• A branding refresh - we worked with Hello Creative to develop the Axient brand so it was always clear and consistent.
• We worked on a content plan to segment the communications by market, buyer journey, industry, and role. We revisited all the web content and engaged a copywriter to communicate the value proposition statement and key copy for the website.
• We worked on the key tools needed to create an end-to-end sales and marketing system, including implementing Bloomtools.com for lead nurturing and web content management.

Result

• Axient now has a regular communication their customers and regular campaigns to nurture prospects using segmentation. Refining the brand and creating a new website and articulating the value proposition of Axient as well as setting up a marketing and sales system was a turning point in Axient's business.

We delivered

• Marketing plan
• Digital Strategy
• Sales and Marketing system
• Outsourcing

Quote from client:

"Dan's process-driven approach, combined with her passion for strategic marketing, helped me establish a marketing foundation. We gained brand clarity, vision, and values, which resulted in continued sales growth. I recommend Dan for any CxO who requires a great marketing mind backed by strong commercial acumen."

Mark Howarth, Managing Director