Shaping Let's Do This' Identity in the B2B Space
The new messaging framework and landing page effectively communicated Let's Do This's unique value proposition while improving internal alignment and brand consistency.
Let's Do This is the go-to technology partner and registration provider for mass participation endurance events. With a consumer-centric approach, data expertise, and access to industry and market trends, Let's Do This enables event organizers to streamline their event operations, increase their revenue, and ultimately create more memorable experiences.
In my role as a Product Marketing Consultant at Let’s Do This from June 2023 to the end of January 2024, I undertook a comprehensive B2B marketing initiative. The primary goal was to shift the market's perception of Let’s Do This from being solely a marketplace to also being recognized as an event registration provider. To that end, my goals were to help the organization articulate its differentiated value, equip the sales team with effective collateral, and create a cohesive strategy to increase brand awareness and attract event organizers to the Let's Do This platform.
As the company's first-ever in-house B2B marketer, I had a wide range of responsibilities. My responsibilities included developing a comprehensive B2B marketing strategy, refining marketing materials based on feedback from the sales team and market trends, and working with cross-functional teams to implement these strategies.
My approach was based on aligning marketing efforts with the needs of the sales team and working closely with cross-functional teams to ensure a consistent and compelling message. To achieve this, I focused on creating a clear messaging framework and building an event organizer landing page that effectively communicated Let's Do This's unique value proposition. I also established foundational processes for future B2B marketing efforts within the company.
🚩 Main challenge
We faced two main challenges: Firstly, the market perceived Let’s Do This as a marketplace instead of an event registration provider. Secondly, the sales team needed to be trained to sell this new offering effectively. Educating event organizers about this shift in our services was crucial, and the sales team required in-depth product knowledge to effectively communicate the value proposition and differentiate Let's Do This from competitors. To overcome this challenge, I implemented a two-step approach. Firstly, I developed a messaging framework designed to communicate specifically to our marketing persona. Using this framework, I built a well-structured and compelling event organizer landing page that clearly conveyed the story of Let's Do This. Second, I focused on enabling the sales team through the creation of sales materials, extensive competitive analysis, and expanding their product knowledge. Additionally, I initiated a customer evidence program, delivering case studies and testimonials to build trust and showcase the tangible impact of Let's Do This product.
"Mariana has brought a transformative change to how our sales team and event organizers engage with our product. Her content has not only elevated the level of understanding for our sales team regarding the intricacies of our product, its features, strengths, and nuances but has also facilitated our event organizers in using our product more comfortably and autonomously."
Former Chief Revenue Officer at Let's Do This
The messaging framework and new landing page for event organizers were successful in communicating the unique value proposition of Let's Do This, which improved internal alignment and brand consistency.
The sales team and event organizers are now more effective in engaging with the product, and the improved marketing materials have increased understanding across the board.
The compelling case studies not only empowered the sales team but also built confidence among potential customers.
As the first in-house B2B marketer, these efforts not only contributed to a notable shift in the market's perception but also laid the foundation for continued success in B2B marketing initiatives within the organization.
I'm Mariana Racasan.
I’m a product marketer with over 12 years of marketing experience in crafting impactful messaging and devising go-to-market strategies.
I excel at helping early-stage tech startups identify their target audience, speak to them like actual humans, and drive growth with messaging strategy.