Value PropositionCustomer Success
Story
NovusMany technology marketing campaignsstop at the ‘benefits’ of a solution. We takethis further and look at practical outcomes.
Novus have developed a range of new
brands and solution packages to deliver
cloud services for schools.
They approached The Sales Way for
help in communicating these new
brands and services to clients.
[email protected] | www.thesalesway.com | @thesalesway
Objectives
Help Novus to bettertarget the UK educationsector with their newsolution propositions
Create a salesmessaging and
marketing strategy fortheir solution packages
Focus attention to theoutcomes that
technology can deliver,rather than talking about
products
The aims
Increase awarenessof Novus' cloud service
for schools
Provide a foundation ofdemonstrable contentfor Novus to present topotential clients.
Enhance Novus' ability tofully explain what services
they are offering toeducation institutions.
First steps
The Sales Way firstconducted an in-depthreview of the educationsector alongside Novus’
Directors.
The Sales Way conducteda review of the differentstakeholders within
education organisationsand their objectives.
From the review, wedeveloped an understandingof the value that Novus' cloudstack could bring to clients.
The research phase...
The Sales Way started byresearching what newlearning styles and
activities cloud servicescould enable in education.
We looked at how cloud servicescan allow for more flexible learningstyles and activities, enablingteachers and students to access
learning materials from a wider arrayof sources.
Develop your proposition now...Download our guide to content marketing for techcompanies
The Sales Way started byresearching tech trends inthe legal sector to inform
content.
We looked at what issues andchallenges the legal sector wasfacing, and how they were
currently employing technologyto build their businesses.
Developing a strategy
Our team collaboratedwith Novus' marketingteam to establish acontent strategy and
calendar.
We helped Novus toarticulate to customers theeducation outcomes madepossible by utilising their
cloud services.
The Sales Way created asolution messaging
framework for Novus toarticulate
educational outcomes topotential clients.
Shifting the focusHow we transformed the message
We linked each of Novus'
product to the day to dayinteractions that studentsand teachers would havewith the tech.
We developedcomprehensiveexplanations for each ofNovus' cloud servicepackages for schools.
We made Novus aware ofthe educational benefitsof each of their packagesand the broader contextsand outcomes.
We ensured that Novuswould be able to userelevant, focused wordingand sentiment that wouldresonate with schoolmanagement.
The real difference...
Many technology marketing campaigns stopat the ‘benefits’ of a solution. We took thisfurther and looked at what outcomes wererealised by these benefits, and then whatactivity each outcome enabled for the school.
This enabled Novus to appeal directly to whatis most important to educators: how they caneffectively teach their students.
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Outcomes
Provide more value toC24's channel partnersby creating partnershareable collateral.
Novus now has a clearer understanding of the impact of their newsolution range, and how this impact could be relayed to clients throughtheir marketing campaigns.
The new messaging formed the basis of Novus’ microsites dedicated tothe solution, and enabled the sales team to take out fresh messaging tothe market that spoke directly to their educational customers.
Focusing on the strategic concerns of the schools they were speaking tomeant that Novus’ marketing messaging had much more credibility thantalking at a product feature level.
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The Sales Way started byresearching tech trends inthe legal sector to inform
content.
We looked at what issues andchallenges the legal sector wasfacing, and how they were
currently employing technologyto build their businesses.
We needed to go to market fast and we needed toappeal to buyers in education. The Sales Way helped usto be incredibly targeted with our marketing. This
delivered better results and increased customer loyalty."
[email protected] | www.thesalesway.com | @thesalesway
Managing Director at Novus, Donald Allison
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