We used Prospect Intelligence™ to map the entire UK market, build a robust ICP and deliver a new selling story that connected with Clinical Directors.
- Market Map
- Paid Media
- Web Design
To clarify a complex proposition
Plasma Pen had everything: a cutting-edge plasma fibroblasting device, a strong user base and growing brand. But not every aesthetician was ready to invest in such innovative technology.
Our task was to map the entire UK market and create an addressable audience specialist clinics with a high propensity to use state-of-the-art technology. Then we had to realign the brand’s sales proposition to connect with such a complex audience.
The wizard of odds
Prospect Intelligence™ was the perfect tool to take the guesswork out of the brand’s sales strategy. It is our in-house AI tool which uses advanced NLP to scan the website of every registered UK company in real-time. We then used the tool’s Machine Learning capabilities to analyse the characteristics of Plasma Pen’s best existing customers – and leveraged our database of UK companies to reverse engineer an Ideal Customer Profile (ICP) that would be most likely to convert.
Armed with this data, we used our brand positioning method to redefine their selling story in-line with the ICP – and create a messaging framework that addressed the ICP’s pain points and ensured the brand would connect with Clinical Directors at every stage of the funnel.
More leads, lower costs
The combination of a data-driven targeting effort with improved strategic messaging unlocked huge efficiency gains. Not only did we increase the brand’s Marketing Qualified Leads (MQLs) by 250%, we simultaneously reduced CPAs – all within just 6 months.