Business Challenge Summary

In 2021, BUDDI.AI, a cutting-edge healthcare technology company targeting C-level healthcare executives, stood on the brink of significant growth. However, navigating a fragmented competitive landscape posed challenges, necessitating innovative strategies to establish and sustain brand awareness, drive lead generation, and deliver concrete outcomes. To emerge as a definitive thought leader and preferred partner in the industry, enhancing their digital presence was imperative.

Similar to many growing businesses, BUDDI.AI lacked the bandwidth and resources to assemble an internal marketing team capable of steering the necessary level of strategy and execution for success. Moreover, they faced hurdles in introducing an unfamiliar concept to the market and articulating its value proposition to prospective customers.

&Marketing’s Approach

Internal Discovery & Immersion

  • Conducted a foundational «reset» to ensure consistency and alignment within the company.
  • Comprehensive review of background documents, internal stakeholder interviews, and supplemental customer research.
  • High-level audit of competitor websites and messaging.

Foundational Outputs

  • Audience segmentation and identification of pain points.
  • Development of brand voice, tonality, and personality for each audience segment.
  • Creation of a value proposition and key message document using the Storytelling & Branding framework.
  • Mapping out the customer journey.
  • Alignment on success goals and key performance indicators (KPIs).

Business Intelligence

  • Conducted a thorough analysis to identify digital marketing opportunities.
  • Ran a Keyword Striking Distance Analysis to pinpoint top keyword opportunities.
  • Conducted an Enhanced Competitive Analysis to identify competitor strengths and opportunities.
  • Explored nontraditional competitors and conducted «People Also Ask» research to uncover additional ranking and advertising opportunities.

Execution & Reporting

  • Leveraged insights from Discovery, Immersion, and Business Intelligence to create engaging content, automated email campaigns, and highly targeted paid advertising on Google and LinkedIn.
  • Focused efforts on driving website traffic, lead generation, and brand awareness.

Results

  • Helped BUDDI.AI generate 253 qualified leads at a cost per lead of $121, surpassing their goal and staying within budget.
  • Increased website traffic by 434% compared to the previous period, strengthening BUDDI.AI’s presence in the marketplace.
  • Continued support included the development of a comprehensive marketing strategy encompassing digital marketing, social media exposure, website and SEO enhancements, content creation, sales enablement, email automation, and lead generation planning.