How Koupon ramped up a demand generation program in <90 days
From 0 to SQLs in less than 90 days, Koupon discovered a positioning and demand strategy that performed.
This could be you!
The Challenge
With Koupon’s largest inbound source cancelled, NACS, the sales team had exponentially fewer leads to pursue. Koupon would need to pivot to a marketing-driven approach, and quickly. The challenge was to deliver demand to replace leads lost from primary source of inbound. Passage needed to dive into what the ideal customer looked like, discover their primary pain points, and unlock a positioning that could drive an effective demand generation strategy.
The client
Brad Van Otterloo, CEO, was looking to amplify marketing to replace lost leads as well as mentor current marketing talent on the team. With only a hunch about who and what their customers were and an under resourced team, Passage was given free rein under the guidance of the CEO to develop a plan to quickly scale demand in order to replace lost opportunities.
“Passage exceeded all expectations.”
“Marcy delivered qualitative and quantitative insights to our ideal customer in ways that we’ve never fully explored. She then assembled a world-class cadre of demand and content experts to quickly deliver a scalable program that will effectively replace our lost inbound demand. Passage exceeded all expectations, and I am looking forward to working with them in the future.” - Brad Van Otterloo, CEO
taking time to understand the customer
The key to success was conducting the customer interviews to discover patterns and understand their pain points. Over the course of 2 weeks, Passage conducted 7 interviews of Koupon’s top revenue generating customers. The qualitative data from these interviews plus extensive quantitative analysis of Koupon’s deal data revealed patterns that led to an entirely scratch designed brand positioning framework complete with messaging narratives enabled the PPC, content strategist, and writers to quickly get up to speed.
a network of pros
Top performing marketing teams employ channel experts since platforms and algorithms change almost daily. Because of Passage’s extensive network of the world’s best marketers, Koupon gained access to a team that was able to quickly enmesh themselves in the business and employ their playbook to deliver leads that converted. Remarkably, this team went to market with PPC and written content in less than 3 weeks including a brand new landing page incorporating the learnings from the fresh brand positioning framework.