Marketing Strategy and Customer Persona Development

Client Profile: As a subsidiary of NTT Communications, which is ranked 44th in the 2009 Global Fortune 500, Verio is one of the largest providers of web hosting, applications hosting and software-as-a-service (SaaS) for small- to medium-sized businesses.
 

Challenge: In order to develop a more effective sales and marketing strategy, Verio needed to identify its key competitors for each product offering and uncover the driving factors behind why each of their target markets makes web hosting buying decisions.
 

MCG Solution: MCG conducted in-depth market research surrounding Verio’s target market segments and their competitors. Using that research, MCG developed nine distinct buyer personas that mapped to Verio products.
 

Results: With MCG’s help, Verio was able to narrow the focus of their marketing efforts to a handful of target personas, and develop marketing messaging specific to each group that was incorporated into their web copy and other key marketing communications vehicles.
 

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