Background

At WIDD, we faced a significant challenge in identifying our target audience and refining our service offering. We were struggling with a lack of clarity regarding our ideal customers, making marketing and outreach efforts inefficient.

Through a structured analysis of past contracts, internal strengths, and business goals. We embarked on a strategic journey to define our service and target audience. 

This case study examines how WIDD successfully mapped out its ideal customer, created buyer personas, and realigned its brand messaging to drive effective lead generation and scale.

Phase 1: Identifying the Problem

• Symptoms of the Issue
  • Unclear service positioning in the market.
  • Difficulty in reaching decision-makers in target industries.
  • Ineffective marketing efforts leading to low engagement and conversions.
  • Inconsistent messaging across LinkedIn, email outreach, and content marketing.
• Initial Hypothesis
  At WIDD, we assumed that broad outreach would eventually yield results, but our lack of focus on a specific audience led to scattered and ineffective marketing campaigns.

Phase 2: Research & Analysis

1. Internal Reflection
   • Conducted a deep dive into past successful contracts to identify patterns.
   • Assessed the company’s core strengths and unique value propositions.
   • Defined what services WIDD excelled at and how they solved real client problems.
2. Customer Research & Data Gathering
   • Engaged in direct conversations with past clients to understand why they chose WIDD.
   • Contacted our network of industry professionals to gain insights into market needs and trends.
3. • Used Perplexity AI to conduct market research, identifying trends and pain points in target industries.
   • Analyzed competitors’ positioning to identify gaps in the market.
4. Building the Ideal Customer Profile (ICP) & Buyer Personas
   • Created detailed buyer personas for decision-makers within target companies.
   • Identified their pain points, needs, and where they seek solutions (LinkedIn, industry blogs, events, etc.).
   • Mapped out industries and company sizes that were the best fit for WIDD’s offerings.

Phase 3: Strategic Implementation

1. Refining the Brand & Messaging
   • Aligned WIDD’s website, case studies, and LinkedIn presence to clearly communicate the new focus.
   • Ensured content and outreach efforts addressed the key pain points of the target audience.
2. Cold Outreach Optimization
   • Developed tailored cold email and LinkedIn message templates designed to resonate with decision-makers.
   • Focused messaging on solving specific problems rather than generic service pitches.
3. Content Strategy Alignment
   • Created case studies and blog content showcasing real-world results.
   • Established WIDD as an authority by sharing insights tailored to its niche.

Phase 4: Preparing for Lead Generation & Automation

With a well-defined target audience and refined messaging, We, WIDD, is now equipped for the next phase: scaling lead generation. We are integrating our outreach and customer management processes into Odoo, leveraging automation to streamline marketing and sales.

Key Takeaways

• Defining your ideal customer and their pain points is crucial before outreach.
• Data-driven research, including AI-powered tools like Perplexity AI, accelerates market understanding.
• A clear, consistent brand message across all channels ensures credibility and engagement.
• Automation in CRM (like Odoo) enhances efficiency once the foundational strategy is set.

What’s Next?

Follow us, WIDD, on LinkedIn to track Phases 4, 5, and 6, where we will implement lead generation, automations in Odoo, and further optimizations.