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Growth & Product Marketing Strategy for a B2B Digital Signage Platform

Product overview

Spectroo is a digital signage platform that enables businesses across retail, healthcare, hospitality, and manufacturing to create, manage, and deploy dynamic digital displays at scale. The platform helps organizations transform their physical spaces into engaging environments through smart content management and display solutions.

Challenges & needs

  • Building a comprehensive marketing and growth foundation from the ground up
  • Identifying and prioritizing key market segments to drive focused growth
  • Developing clear positioning and messaging that resonates with diverse industry verticals
  • Creating scalable acquisition channels and content strategy
  • Establishing effective sales enablement and customer education materials
  • Streamlining the customer journey from awareness through onboarding

Process & results

Over a two-year engagement (2020-2022), I partnered with Spectroo as their growth & product marketing consultant to build their entire marketing engine and establish a strong foundation for scalable growth.

The strategy development process involved extensive market research, competitive analysis, and collaboration with cross-functional teams to ensure alignment between product, marketing, and sales efforts.

Key initiatives and deliverables:

  • Market Segmentation & Positioning
    • Conducted in-depth analysis to identify and prioritize target segments across different verticals: Retail, Healthcare, HoReCa, Manufacturing
    • Developed distinct value propositions for each key segment
    • Created clear positioning that differentiated Spectroo in the digital signage space
  • Website & Customer Journey Optimization
    • Led complete website redesign and content rewrite
    • Mapped and optimized customer flows throughout the website
    • Enhanced conversion points and user experience across all key pages
  • Acquisition Strategy & Channel Development
    • Built a comprehensive acquisition model based on target segment analysis
    • Evaluated and prioritized channels based on CAC and segment fit
  • Content Strategy & Creation
    • Developed multi-channel content strategy spanning educational content, thought leadership, and sales enablement
    • Created their first content library including ebooks, and case studies
    • Built social media presence and content calendar
  • Sales Enablement
    • Created a full suite of sales collateral including presentations, pitch decks, and product demos
    • Developed detailed case studies highlighting customer success stories
    • Built sales enablement materials for different vertical markets
  • Customer Experience
    • Redesigned customer onboarding experience to improve activation and time-to-value
    • Created customer education materials and resources
    • Implemented feedback loops to continually improve customer experience

This comprehensive approach to building Spectroo's marketing and growth engine resulted in a scalable framework for customer acquisition, clear market positioning, and robust sales enablement tools that continue to drive growth across their target segments.