Case Study

04

Creating joined-up stories for 3 businesses and multiple product lines

Company

  • Global trade and risk management software vendor
  • Category leader for commodities trading and risk

Business challenge

"As an industry leader we have subject matter experts with deep domain expertise – but with their busy schedules the ongoing challenge is capturing customer insights that we can use to build compelling value propositions. BPM has the tools, process and people to solve this problem." VP Marketing

Recent acquisitions

The Company had recently made a number of strategic acquisitions in the energy and agribusiness space. As part of the on-going integration program, there was a requirement to present joined-up stories to customers across three go-to-market verticals. There was also a pressing need to combine 3 different customer facing Websites into one site, to bring together and present the different product lines as a series of solutions.

Short deadline

The Company wanted to make the switch to the single comprehensive Website in time for its annual user conference in 3 months, placing an extremely tight deadline on the project.

Solution

Input was required from dozens of subject matter experts across the Business. To do this BPM ran a series of workshop and WebEx sessions using the BPM Messaging Workbench™ tools to facilitate interaction and capture the required information quickly and accurately. BPM then worked with senior management and product leaders to create a framework of 25 solution sets to present the Company’s offerings to customers across the different target sectors.

Using insights into the strategic challenges faced by customers in different sectors, BPM then developed a series of value propositions and points of differentiation for each of the 25 solution sets. Finally, BPM worked with product leads to create high-level stories to present and position the Company’s proposition for each main industry vertical.

In terms of the new Website itself, BPM provided input and direction on the structure for the new site, navigation and search engine optimization. BPM also wrote the copy for all of the Industry, Solution Set and Product pages on the site.

Benefits delivered

  1. 18% growth in overall website traffic; 24% increase in unique visitors
  2. Numerous products and services presented as industry solutions that are easier for customers to understand
  3. Key value propositions and points of differentiation for the different solution offerings clearly articulated on the Website
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