Akoonu Empowers New Pig to Enhance Its Buyer-Centric Marketing Strategy

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B2B manufacturing company leverages Akoonu’s marketing strategy platform to develop insightful personas 5x faster and boost its content marketing

Akoonu, Inc.™, a platform empowering marketers to execute strategic buyer-centric marketing, today announced that its platform has enabled New Pig Corporation to quickly gain a richer understanding of its audience for more targeted, successful content marketing. New Pig used Akoonu to develop in-depth buyer personas that are now guiding the planning and creation of its marketing content.

“Akoonu’s high quality frameworks and processes for guiding and managing the work allowed us to develop our personas about five times faster than if we had started from scratch on our own and loaded everything into spreadsheets,” said Doug Laplante, Chief Innovation Officer and VP of Strategy at New Pig. “Beginning with the data insights to ensure we were marketing to the right buyers, to the platform’s features and built-in best practices, Akoonu provided value each step of the way so. We now have a repository of buyer insights and customer interviews that are easily accessible to anyone who needs them and can be kept up-to-date as we see changes in our market.”

For over thirty years, New Pig has created absorbent products that have revolutionized cleanup for industrial, institutional, and government facilities and now helps more than 200,000 customers worldwide. However, even with a long-standing brand reputation and best-selling industry products, New Pig knew it had to enhance the quality of its content to remain competitive, drive thought leadership, and fuel demand generation.

The company’s first step in taking a more strategic, buyer-centric approach to content planning was to gain a deeper understanding of its audience through buyer personas. It decided to search for software solutions that would make it easier and faster to create, share, and update some truly in-depth, insightful personas. The company chose Akoonu because of its rich frameworks, data analysis, and systems integrations.

To start, New Pig connected Akoonu with its CRM. Akoonu’s resulting heatmaps and data analysis confirmed what New Pig had already identified as two likely personas, but the heatmaps revealed a surprising persona that represented a material amount of the company’s sales and revenue.

With its three personas now identified, New Pig leveraged Akoonu’s built-in interview questions (some of which they configured to meet their specific needs) to conduct interviews with customers for each persona. New Pig recorded the interviews in Akoonu, evaluated the interviews for each persona, and then aggregated the findings to create the personas.

“Using the insights we gained from developing our personas through customer interviews and data analysis, we can now plan and create content that is of value to our each of our buyers across all stages. And now that we realize how critical the new persona we identified is, we’re planning and creating content geared for them – this is something we were missing before Akoonu’s data analysis.”

According to a recent survey we conducted of B2B marketers, 91% of respondents who have built buyer personas and journey maps agreed that their organization has an in-depth understanding of their buying audience, compared to just 50% of those who have not built them. Also, 82% said their personas and journey maps give them in-depth insights to guide their creation of quality content. Audience insights are essential for creating engaging content and driving a buyer-centric marketing strategy that empowers all of your marketing initiatives. We’re pleased to see that New Pig has realized immediate benefits from using our platform, and to see their entire organization really embrace its personas,” said Jeff Freund, CEO and Founder at Akoonu.

In addition to developing buyer personas, New Pig leveraged Akoonu’s Brand module to capture its brand style guidelines. Using Akoonu, it can ensure that its brand standards are documented and shared, so that they’re consistently applied by everyone working for the organization and correctly reflected in every single asset it produces.

Moving forward into 2016, New Pig will employ Akoonu to build buyer’s journey maps and bring even more insight into its audience’s buying process. The company will also leverage the platform’s survey tool to interview customers via email, thereby ensuring continuous updates to the accuracy of its personas.

About Akoonu
Akoonu, Inc. ™ is the first platform for strategic marketing that empowers B2B marketers to develop and operationalize the essential elements for successful buyer-centric marketing from planning through execution. Our configurable frameworks, workflows, integrations, and collaboration features enable B2B marketers to create and continually update in-depth buyer’s journey maps and buyer personas, and to collaboratively advance brand positioning and messaging. Our platform activates these rich buyer insights and brand standards organizationally so that everyone across Marketing, Sales, Product, and Services can access, leverage, and share them in real-time. As a result, marketers can align internal activities – like content creation, messaging, and campaigns – to buyers’ needs and processes. Through this internal alignment and richer understanding of your audience, you’ll provide buyer-centric experiences that fuel relationships, convert leads, and drive business growth. For more information, visit http://www.akoonu.com and follow Akoonu @Akoonu.

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Heather Miller
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