Infotools
Empowering Strategy Through Clarity and Focus
Infotools approached Swaytech with the goal of launching a marketing campaign to generate leads for a specific service. Their long-standing activity was generating no results and no leads. They needed a campaign that delivered results quickly and aligned closely with their business objectives and customer understanding. It quickly became apparent what was needed was a clear, customer-centric strategy to articulate their value that would impact and inform future growth plans.
A dual-focus strategy.
Common misconceptions in competitive comparisons provided an opportunity to re-engage, and strengthen it’s marketplace value position through more effective marketing and communication initiatives. Instead of diving straight into campaign execution, we proposed looking first into exploring challenges, what was working or not working and identifying where misalignments may impact success.
We began with a thorough assessment of Infotools’ marketing activity and business strategy alignment:
- Marketing Assessment: Reviewing existing communications and messaging to pinpoint inefficiencies and areas for improvement.
- Customer and Market Analysis: Deeply understanding the challenges Infotools and their customers face.
- Strategy Development: Refining Infotools’ value proposition, clarifying target audiences, and crafting focused messaging strategies that aligned to customer value drivers and addressed barriers, alongside strategic business outcomes.
This foundational phase was completed quickly, setting the stage for more effective marketing foundations that delivered beyond their tactical needs. Armed with a more comprehensive and focused approach meant the subsequent outcomes were both practical and impactful.
This work included:
- Customer Interviews: Conducted interviews to validate initial findings and gather additional insights, ensuring that the campaign would resonate well with the target audience.
- Digital & Data ecosystem Audit: Look at website stats/performance and lead flow to, and nurture flows plus current data and insights.
- Comprehensive Marketing Framework: Developed an integrated marketing strategy and framework that aligned content, channels, sales and marketing objectives along a well-defined buyer's journey.
- Campaign Execution Plan: Develop a streamlined and highly targeted omni-channel campaign that leveraged the insights and strategies developed during the foundational phase and fully integrated into the ecosystem of owned channels and content.
- Collaborative Strategic Planning: Together, we shaped strategic initiatives that aligned their strengths with market opportunities.
Impact: Strong Foundations for Strategic Growth and Market Visibility
The groundwork done with Infotools laid a strong foundation for future growth and more efficient marketing. They were able to establish greater visibility amongst the desired key companies and buyer groups, where there has been none before. Plus pilot campaign successfully laid the groundwork to establishing stronger consideration drivers within the US market, creating a robust framework for future nurture efforts and decision making.
Key outcomes includes:
Optimised Marketing Spend: Focusing on high-value segments reduced waste and increased the effectiveness of top-of-funnel activities.
Valuable Audience Insights: The campaign generated a clearer understanding of which messages and channels drive the most engagement, providing direction and focus for future Account-Based Marketing efforts.
Foundation for Growth: Infotools now has a more aligned strategy and integrated content marketing model that integrates marketing and sales efforts more coherently. This foundation will support future activation and US market expansion and provides a repeatable model to apply to other regions.
Outcome: Clarity, Confidence, and a Strategic Foundation for Sustainable Growth
Though the broader strategic initiatives have not yet been fully activated, the work completed so far positioned Infotools for success with more targeted marketing investments and an integrated approach to scaling growth. The focus shifted from disconnected and outgrown tactics towards impact-focused, zero waste initiatives.
Repeatable framework allows future opportunities to extend campaigns into new regions, reflecting their readiness to continue leveraging the insights and framework developed in this initial phase.
The ongoing focused nurture of key prospects, stronger positioning, and greater visibility is supporting the ongoing drive for future growth offshore.
“SwayTech helped us breathe new life into our brand and go-to-market strategy, making it easier to navigate our niche industry and its unique challenges. Their understanding of B2B and the constraints marketers face - being a team of one, limited budgets - made the engagement practical and impactful. They catalysed new ways of thinking and inspired initiatives like the MRII award sponsorship, which became the most successful in its history and provided a unique way to showcase our product in action.”
Michael Howard, Head of Marketing, Infotools