.png)
About the business
With an extensive 25 years of experience collaborating with in-house insights teams, conducting comprehensive data research to unveil customer preferences, market trends, and product feedback, QuMind stands as the ideal partner for companies aspiring to embrace a truly research-led approach. Their track record includes working closely with some of the most dynamic companies in the world, providing them with a profound understanding of the innovation strategies essential for businesses to thrive.
.png)
The problem
Having worked with over 1,000 insight teams, QuMind needed support to scale their business further. They needed support repositioning their messaging, focussing on their clients over their platform. They also needed support to bring their new brand narrative to life through their website, sales collateral and automations within their CRM system, Hubspot.
.png)
The solution
QuMind engaged with The Marketing Plot on a three month project through the CMO subscription to help the team elevate their branding, improve their bank of assets and collateral, and strengthen their CRM system to effectively report and market to their potential clients.
"Working with The Marketing Plot has been a game-changer for our go-to-market plans and overall marketing strategy. Jess' expertise, creativity, dedication and patience (!) has significantly boosted our knowledge as well as our campaigns, ensuring we reach our target audience effectively. From strategic planning to execution, she excels in every aspect of marketing, delivering outstanding results. I highly recommend her services to anyone looking to elevate their marketing efforts (ours was literally from a base point of pretty much zero so she had a lot to do!)."
Natalie Bailey, CCO, QuMind
Project Execution
Brand Narrative Development
The Marketing Plot initiated a collaborative workshop with QuMind's key stakeholders to understand their unique value propositions and identify the pain points of their target audience. Through in-depth discussions and market research, a new brand narrative was crafted. Key messaging pillars were defined, emphasising client benefits and addressing challenges faced by insight teams. The resulting narrative provided a clear and compelling story that resonated with both external audiences and internal staff.
Website Redesign
The Marketing Plot conducted a thorough analysis of QuMind's existing website, identifying areas for improvement. The focus shifted towards creating a more user-centric experience by reframing the narrative around client pain points and needs. The redesigned website incorporated visually appealing elements, intuitive navigation, and compelling content that directly addressed the concerns of QuMind's target personas.
Collateral Transformation
All marketing collateral, including decks, presentations, and one-pagers, underwent a comprehensive transformation to ensure alignment with the new brand narrative. The Marketing Plot ensured that these were visually consistent and impactful materials. The goal was to provide a seamless experience for potential clients by presenting a unified and compelling message across all touchpoints. The collateral transformation also involved training QuMind's team on effectively using these materials in their sales and marketing efforts.
.png)
Moving To Sales
The Marketing Plot conducted a detailed audit of QuMind's CRM system, HubSpot. This involved assessing the current state of customer data, evaluating existing automations, and identifying areas for improvement. Based on the audit findings, a customised plan was developed to optimise the CRM system. Customer segmentation strategies were refined to ensure targeted and personalised communication. Marketing automations were implemented to nurture leads and guide them through the sales funnel. The CRM system was configured to generate meaningful reports on Marketing Qualified Leads (MQLs), enabling QuMind to make data-driven decisions and continuously refine their marketing strategy.
A sales bible was also produced for the team to allow QuMind to fully integrate the new brand narrative to their outbound processes and effectively onboard any new staff into the company.
Results:
- Repositioned Brand Narrative: QuMind successfully transitioned from a platform-centric approach to a client-centric narrative, enhancing its appeal to the target audience.
- Engaging Website: The redesigned website effectively communicated QuMind's value proposition by addressing client pain points, resulting in increased user engagement.
- Consistent Branding: Collateral materials were transformed to align seamlessly with the new brand narrative, providing a cohesive and impactful customer journey.
- Optimised CRM System: QuMind's HubSpot CRM system was fine-tuned, enabling better customer segmentation, streamlined marketing automations, and improved reporting for more informed decision-making.
By leveraging The Marketing Plot's expertise, QuMind not only repositioned its brand but also equipped itself with the tools and messaging needed to scale its business and effectively market to potential clients. The three-month collaboration under the CMO subscription proved instrumental in achieving these transformative results.
"Mark and the team at QuMind have worked with some fantastic brands to help them uncover key insights for their business. This three month marketing project will help QuMind reposition themselves in the market and continue to attract the heavy-hitters who are out to become insight-led businesses - I can't wait to see where they go next!"
