We engaged with Counterpoint to help expand the reach of ReadyRFx, a cutting-edge procurement product originally tailored for the banking sector. Our approach involved in-depth customer research, the creation of strategic personas, curated lists, and the implementation of a targeted sales program. We crafted compelling content to fuel this sales initiative, to ultimately support client expansion and help solidfy ReadyRFx’s position as a preferred solution in the competitive procurement landscape.
ReadyRFx began as a custom product developed for a specific global entity. Counterpoint saw the opportunity to expand the use of the software’s foundation to other clients and industries. They came to Campfire for strategic insight on market landscape and prioritization, and trusted us to execute the strategy that would help them expand ReadyRFx’s footprint.
To cater to diverse industries such as municipalities, education, nonprofits, cosmetics, and healthcare, we created the key persona Procurement Paul(a). This persona encapsulates the specific challenges and priorities of procurement professionals in each sector. For municipalities, Paul(a) focuses on cost-efficiency and regulatory compliance. In education, the persona emphasizes budget constraints and system integration. For nonprofits, transparency and impact measurement are key. In cosmetics, Paul(a) prioritizes supplier diversity and sustainability. In healthcare, the persona addresses regulatory requirements and patient safety. Crafting this versatile persona ensured that ReadyRFx aligned with industry-specific needs, facilitating targeted marketing and client engagement.
Recognizing the top priorities such as identifying cost savings, managing/mitigating supply risk, and driving digital transformation, Campfire strategically positioned ReadyRFx as the launchpad to digital transformation while addressing risk and cost challenges. Leveraging strengths in no code, low investment, minimal training, and easy automation, ReadyRFx offers a cost-effective solution ideal for compliance-focused industries. Our messaging strategy emphasizes initial similarities in value communication for government and education, gradually customizing as prospects progress through the funnel with tailored content and references, ensuring a targeted approach throughout the customer journey.
Campfire developed a content program aligned with ReadyRFx’s strategic positioning as a digital transformation solution. The program included:
This integrated approach targeted prospects throughout the buyer’s journey, engaging them effectively and supporting Counterpoint’s sales efforts.
