Marketing Program Performance

Case Study: MCG Showed ICMI that New Revenue Requires New Thinking

The Challenge

ICMI was looking for a better way to qualify and nurture sales leads. After attending a speaking series by MCG’s founder, Brett Schklar, about the power of personas and use cases, ICMI decided this was exactly what their marketing program was missing. MCG was tasked with creating target personas that define ICMI’s potential customers and identifying the use cases that make those personas receptive to ICMI’s contact center consulting and training services.

The Solution

Using customer and internal research to study ICMI’s business, industry and customers, MCG identified several relevant buyer personas and applicable use cases.

The Results

ICMI was able to identify new tactics to qualify new and existing leads by persona and use case and identify what leads need to hear to say “yes.”

Here is a sample of personas and use cases MCG has developed for itself. Try and see which persona and use case best describes you.

But Don’t Take Our Word for It

MCG’s understanding of our business, coupled with their experience using personas and use cases to better target prospects, really helped our sales and marketing teams differentiate ourselves in a difficult and competitive field. Working with such a seasoned and creative team opened our eyes to new tactics to bring in quality leads.”

Marta Kelsey, Senior Marketing Manager, ICMI