Background

Client had been partnered with a major online travel agency with a global brand for many years. This OTA partner handled marketing and sales responsibility and ownership including demand generation and prospecting. When the OTA was acquired in 2015, our client needed to quickly and effectively build a marketing and sales funnel, including messaging, lead nurturing content, sales tools and commercial processes.

Assignment

A23 Advisors conducted a marketing and sales audit, which found additional marketing and commercial support was needed. Client needed to focus more attention on articulating differentiators, clearly describing product and service offerings, generating awareness and building a strong sales funnel. To solve these issues, the team decided to completely revamp marketing and sales efforts to reach a goal of increasing revenue by double digits in a year.

The A23 Advisors Strategic Marketing Practice performed competitive analysis and used findings to identify defensible differentiators and value driven messaging for buyer and influencer personas. We incorporated these personas, differentiators and value drivers to develop new corporate positioning, refresh and expand the company website to articulate product and solution offerings, and launch a public relations program to build awareness and highlight thought leadership in the form of market research, trend reports and guest blogging.

The A23 Advisors Commercial Development Practice developed a programmatic approach to identifying the clients Total Addressable Market from both a geographical and vertical approach. A23 worked with the client to hone in on key contacts, refining their sales pitc and product marketing materials, and created a strategic plan to follow up with prospective partners. in addition, collectively they created account level revenue forecast process that could be rolled up and converted into sales targets for individual business development managers. This led to a consistent analytically driven system that could be used by the team and completion of annual planning processes in a timely manner.

Value Delivered

The marketing strategy led to increased industry relevance measured by substantial trade media interviews with client as the leading subject or at the core of the theme. Lead generating programs and refreshed messaging are driving leads as well as analyst interest, resulting in quarterly briefings. Client is now associated with growth-driving themes of user experience, mobile monetization, building profitability with travel ancillary strategies and key demographic shifts impacting the travel industry. Marketing website has seen increase an in the number pages viewed per session by 20%, time per session increased by 15% and bounce rate decreased by 15%. The Revenue Forecast tool resulted in precise, actionable goals that reflect the overall intent of growing their revenue in specific increments. Client produces more than 3 million annual bookings and over 500 million annual searches to fuel partner revenue.

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