Case Study: Go-to-Market Strategy

Synopsis

Associations need to launch new products and services to satisfy member needs and generate non-dues revenue. It’s critical that a holistic approach is used for the association product launch. I created a branding strategy and go-to-market plan, resulting in surpassing marketing key performance indicators (KPIs) by 27-58% within 3 months.

The Challenge

An association made a six-figure investment over several years in developing standards for a tech-enabled data product that members wanted, culminating in the launch of live business benchmarking, a first in the industry. The association needed to meet aggressive sales goals while educating users on how to access and apply the data.

The Solution

A multichannel marketing campaign for the new product, launched in July 2022, was designed to generate buzz, gain early adopters, gather product feedback, and differentiate the product from its competitor.

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The Results

200,000 impressions across email and social media within three months generated 4,313 unique web page views and an average two minutes, 25 seconds time on page, representing a 223% increase in web traffic in two months. The second of two retargeting ad campaigns was tweaked based on member response, resulting in a 46% decrease in CPC for the paid ads and a 76% increase in click-through rate (1.28%, beating the industry average of 481%). Placement in the top 10 SERPs for several campaign search keywords within two months. A planned and targeted reduction in outbound emails of 62% in the third month increased web traffic by 1%, demonstrating a successful inbound marketing campaign.

Plan Highlights

• Messaging architecture (system) to guide creation of all collateral and copy
• Marketing campaign touchpoints and tactics
• Environmental scan
• Competitor analysis and positioning
• Search engine optimization plan
• Pricing plan

Executive Takeaway

Growth opportunities often already exist within an organization’s reach. The challenge is identifying the segments where unmet needs intersect with the organization’s expertise. Strategic market analysis helps leaders prioritize investments where the potential for impact and engagement is strongest.

Need a Go-to-Market Plan? Contact Me Today! Contact me at cathylada@gmail.com.