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CASE STUDY

Revamping Advisr's Sales Ecosystem: Strategic Buyer Journey and Content Personalization

When we first connected with Advisr, we found them equipped with a robust sales team and a strong emphasis on driving bottom-of-the-funnel conversions. During our discovery sessions, we noticed that much of their content revolved around platform conversion and adoption. In response, we suggested infrastructure improvements to optimize their CRM and proposed a buyer journey tailored to their two primary audience segments.

Background & Goals

Because Advisr is a sales operating system for modern agencies and publishers, we had a lot of direct knowledge about their prospective consumer. We proposed that we could help them move the needle at the same time as we honed in our their buyer strategy. So while our strategists went to work putting together scalable HubSpot recommendations, performing buyer research, and creating a journey map, our content and sales team consulted with Advisr to create a sales sequence that would help drive leads.

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Our Approach

  • Discovery - During our discovery phase, we utilized our established contacts within the Agency and Publisher sectors to conduct buyer research, providing us with valuable insights into the specific technology hurdles they faced during their sales processes. Additionally, we conducted a comprehensive assessment of their current infrastructure in HubSpot and collaborated closely with Advisr's sales team to gain a comprehensive understanding of how they were leveraging HubSpot's capabilities to their fullest extent.
  • Journey Development - The research phase empowered us to create holistic target audience segments tailored to publishers and agencies. We then focused on highlighting the challenges, priorities, inquiries, and emotions that these personas encounter at every stage of the buyer journey. This in-depth understanding of psychographics and behavioral patterns enabled us to move beyond standard persona development and gain deep insights into actual buying behaviors
  • Content & Outreach Strategy - Building upon the final buyer personas, we formulated a content strategy that directly addressed the challenges and priorities faced by these personas at each stage of the buyer journey. Advisr successfully utilized this tailored content strategy to chart a clear path forward for their marketing initiatives and initiate more impactful sales outreach efforts.
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