In Mind Cloud is the complete digital sales platform for the manufacturing industry. We took this SAAS provider and repositioned their brand internally and externally to enable them to compete with industry giants in the complicated manufacturing world and establish them as the leading digital sales platform for manufacturing companies worldwide, doubling their revenue in 2022.
Our engagement with In Mind Cloud started with in-depth research. We needed to understand their audience, offering, and how these two interacted so we could make meaningful change.
Market Positioning
Although In Mind Cloud doesn’t sell individual sales software components (CRM, CPQ or Commerce), they were still competing with bigger companies that do – and were going unnoticed as a result.
Shifting Beliefs
In the past, manufacturers had to buy a number of apps and add-ons to manage their sales – In Mind Cloud does it all on one platform. The challenge would be shifting beliefs – a complete digital sales platform existed – and showing the audience why they needed it.
Repositioning
We decided to reposition In Mind Cloud, create a new brand identity and develop a cutting-edge website designed for specific audience journeys.
Establishing Success
We decided our success metrics would be ‘contacts’ and ‘marketing qualified leads’ generated through HubSpot.
Instead of competing with prominent companies with big budgets, we established a clear, defensible and differentiated market position by creating a new market category. We changed In Mind Cloud’s value proposition to, “the digital sales platform made for manufacturing. Accelerate your sales process, win more deals and get ahead of your competition faster than you think.”
With the new market category, we further clarified In Mind Cloud’s audience. We knew the manufacturing industry was diverse, with companies varying greatly. The degree to which these businesses have already adopted digital sales technology was the focus. Understanding different levels of digital maturity enabled us to segment our audience into groups with shared attributes so we could target marketing efforts to each group.
We devised a digital sales strategy spanning Europe, Asia, Australasia and the US. The strategy focussed on targeting the right people, in the right place, at the right time, with the right message. Identifying target users that fell within digital maturities allowed us to develop efficiencies and reduce ad spend leakage.
We built a new digital platform that showcases In Mind Cloud’s central sales tool and presents visitor-specific content for audiences across four digital maturity states.
Project credits
- Brand Strategy
- Digital Strategy
- Visual Identity
- Copywriting
- UX Design
- Development
- Andy Davey
- Lucy Newman
- Amy Bentley
- Darren Harper
- Vaughn Hockey
- Gabriella Greaves
- Andre Couto
- Georgie Ellis
- Rhett Ardon
- Brand Strategy
- Digital Strategy
- Visual Identity
- Copywriting
- UX Design
- Development
- Andy Davey
- Lucy Newman
- Amy Bentley
- Darren Harper
- Vaughn Hockey
- Gabriella Greaves
- Andre Couto
- Georgie Ellis
- Rhett Ardon
