Insight

Insight was looking to grow its cloud software product across multiple verticals but recognized that the buyer journey was complex, and they needed more insight about the needs of their audiences. They approached Cast & Hue about mapping the journey to inform a new business development and marketing strategy.

Cast & Hue began the engagement by mapping the buyer journey, which illuminated the nuanced experiences of their diverse client base. We conducted immersive, full-day sessions across six key verticals, including education, enterprise, healthcare, and SMB. These sessions went beyond traditional internal mapping sessions, strategically incorporating sales staff alongside customer participants. This collaborative approach allowed us to capture a multi-perspective view of interactions at precise moments within the buying process, in order to understand which dynamics were at play. The workshops centered on four phases: learn, solve, buy, and manage. By mapping these stages, we were able to identify pain points, defining moments, and areas for improvement.

Following the workshops, we moved into in-depth analysis, where we dove deeper into needs uncovered through the journey mapping sessions to understand what message was most valuable to each audience and at what stage of their buyer journey. We also analyzed what specific products and benefits resonated with key audiences, which informed how the business development team refined messaging and engagement strategies as part of their sales process.

‍

Learn more about journey mapping workshops.