Clarity is king. B2B marketing often gets a bit fuzzy about who they serve. In a competitive market, especially while you’re working to build a reputation of quality and magic into a brand, you can’t afford to not shoot straight when it comes to who you serve and the value you bring.
But that’s exactly where one indoor playground found themselves. Worse, they were finalizing a merger with another company, mudding the already murky messaging.
This really came to a head on the website. The navigation mirrored a maze. There were too many options, often leading nowhere.
Worse, the digital campaigns highlighted affordability. That’s not a bad thing, except it was a major disconnect from the initial $20,000 price tag owners encountered. It made it hard for the sales team to convert, when they even attempted to engage with a lead with a budget ranging from $5,000-$15,000.
THE CHALLENGE
Over-Complicated Verticals: 20+ classifications on the website without a strong value proposition.
Misalignment: Digital ad campaigns were highlighting budget play solutions while the brand itself created higher end play experiences.
Broken Funnel: Leads weren’t converting because over 50% of the leads coming in stated they had a budget of $5,000-$15,000 when most builds started at $20,000.
THE SOLUTION
The most glaring issue was overcomplicating the verticals. In a complex landscape it’s hard to narrow. Thankfully accounting had already done the hard work, refining the verticals into seven key areas. Once we could accurately define who we were serving, we worked to really outline the specific benefits for each tier on what a magical playground would bring to their business or community.
Refined Customer Clarity: We streamlined from 20+ customer classifications to 7 clear, distinct audiences.
Rebuilt the Customer Journey: A redesigned website guided prospects toward the right solution, step by step.
Reset the Messaging: We dropped the “affordable” claim and instead highlighted the unique value this manufacturer delivered at higher budgets.
THE RESULTS
Increased all leads by 177%: Refining the message resulted in a 75% website traffic increase, we saw a dramatic increase in visitors converting to prospects.
Higher Quality Leads: Shift in lead quality: 75% of incoming leads now had budgets of $75k+ (up from mostly $5k–$15k).
Lower Friction for Sales Team: Sales team dramatically increased digital lead engagement, now spending time with qualified prospects.
TAKEAWAY
When you clarify your audience, your message, and your buyer’s path, you don’t just get more leads, you get the right leads.
