Shuttlerock uses AudienceZen to refine sales messaging

The challenge

Shuttlerock had based its outbound marketing content on an internal understanding of its customers’ purchase motivations. It had good demographic information on its target prospects but lacked an understanding of the underlying psychological processes governing their purchase decisions. Understanding these purchase decisions allowed Shuttlerock to reorientate its outbound marketing.

The solution

AudienceZen Analytics was used to conduct a gap analysis to highlight differences in the presentation of Shuttlerock’s marketing message and the requirements and desires of its current and prospective customers.

Outcome

Shuttlerock had thought that its customers and prospects prioritised design creativity and the thoroughness of its processes. AudienceZen’s analysis of the Shuttlerock customer and prospects databases revealed these individuals actually prioritised looking good and working with organisations with impressive clients and success stories.

These differences highlighted a clear and material gap in the targeting of outbound marketing materials and the requirements and desires of the customers and prospects. While process and creativity are important, they are not key decision drivers for the target customers and prospects. Instead, their target contacts seek to work with companies with prestigious brand portfolios in order to impress management and validate their agency selection.

Marketing materials could now be recreated to capture initial attention by focusing on Shuttlerock’s impressive client list.