As Brightwell planned to expand into the corporate disbursement market, the company needed to understand the common challenges and motivators for companies to refresh their approach to paying out and refunding partners, vendors, employees and customers. Alloy created a testing framework for two separate industries to not only understand the motivators that would resonate, but also identify the roles that are most receptive to its offering. Through this work, Alloy helped Brightwell narrow down effective marketing messaging and identify influencers within the buying process.
By utilizing an ABM approach for Brightwell’s GTM strategy, Alloy built a solid sales pipeline and drove interest in Brightwell’s remittance, disbursements and compliance capabilities.
Channel optimization for sales
While increasing MQLs was the ultimate goal, Alloy audited Brightwell's digital, media and social programs to uncover areas to also improve top-of-funnel momentum. Using this information, Alloy created a strategy to ensure Brightwell's SEO and social media activities enabled it to engage influencers and decision-makers at the right time. In addition, we audited the media relations environment, understanding trends from credible media sources and competitors to identify topics for Brightwell's SMEs to own to gain credibility within a new industry.
Testing for market validation
To enter new industries, Alloy created the client’s product marketing messaging to ensure consistency across all marketing activities and channels. In addition, when hypotheses arose around what messaging would make influencers and decision-makers act, we conducted A/B testing to narrow in on the right value proposition to get prospects to convert.
"The Alloy team asks thoughtful questions that no other agency has, and thinks on a deeper, more strategic level."
— Audrey Hall, Chief Product Officer