Integrated Marketing Solutions (IMS), a B2B provider of data-driven services to direct-to-consumer (DTC) businesses, wanted to jumpstart growth. The company had several products and growth initiatives, none of which were making a big impact on sales. The products were sold as standalone and the story for each product was inconsistent. The value proposition was difficult for prospects to understand and embrace.
The challenge was to develop a compelling, informative brand and messaging that told the IMS story and highlighted the role IMS’s suite of products played in solving prospective client’s challenges, while developing and executing a marketing plan and sales collateral to grow the business.
Huston Design conducted research on IMS customers and competitors. Next, Huston Design initiated a discovery process to align with IMS leadership’s vision and uncovered the brand’s core elements. Discovery included a workshop with IMS executive leadership and business owners to understand internal corporate culture, strengths, weaknesses, opportunities and threats, learn more about each product, including features, benefits, and target audience, and find out where IMS has been, where it is today, and where it is going. Through this workshop, we helped IMS’s leadership clarify challenges and refine their offerings into a compelling narrative, laying the groundwork for the brand’s transformation.
Huston Design prepared a comprehensive marketing plan covering IMS brand strategy, key marketing strategies, value proposition, branding, positioning, and messaging, plus a 30-60-90 action plan, project and content calendar, and sales funnel tools. Next, Huston Design sprung into action to execute the plan.
Repositioned the product assortment. Defined key offerings by target market, conveying clear benefits, and positioned offerings as a suite of solutions.
Initial brand design and visual identity package.
Designed & developed the new IMS website turning it into a business development hub, showing how IMS provides value and improved calls-to-action to make it easier for leads to take the next step.
Created a content marketing plan and calendar to generate and engage leads using blog and social media posts.
Built a sales process, sales tools and sales resources for IMS, including digital and print collateral sales aids, contact strategies and cross-sells for each offering. Sales tools and processes incorporated email, linkedin, and phone outreach.
Created an events, association and strategic partnership plan for IMS to increase awareness and lead generation in key industries.
Huston Design’s rebranding efforts, development of a clear brand story, and creation of a more usable and visually appealing website improved awareness and knowledge of IMS’s product offering. The new website optimized lead capture and with greater knowledge, leads were better able to engage in conversations with sales and more readily understand the value of IMS solutions.
The sales team felt more confident and ready to communicate the value proposition. Sales readiness and sales team coordination improved thanks to the new materials, protocols and processes Huston Design created. The events, association and strategic partnership plan proved instrumental in growing opportunities for attending, exhibiting, and speaking at key events while better leveraging sponsorships to gain access to sponsorships, paid ads, and list access.
