Case Studies

Marketing Audit for a Training Company, an example of how to streamline marketing activities

Marketing audit: project context

Our client is a large training company, based in Warsaw. The owners of the company have approached us in order to streamline their marketing activities and visually revamp their website.

 Problems and challenges the client was facing:

  • increasing the effectiveness of actions in social media,
  • desire to refresh the design of the website,
  • greater diversification of sources of incoming traffic to the website.

The cooperation process

We had 4 weeks, during which we carried out:

  • a kick-off workshop with the client’s team,
  • in-depth interviews with customers,
  • in-depth interviews with “losts” (companies that may have been potential clients but did not finally cooperate),
  • audit of communication channels and marketing funnel,
  • redesign of homepage and 5 subpages on the client’s website.

We additionally defined:

  • the Unique Value Proposition,
  • Key Selling Points,
  • KPIs (Key Performance Indicators),
  • a map of touchpoints for the sales team,
  • recommendation of actions for the coming weeks and months in the form of a tactical plan.
Client
A training company
Goal
Marketing audit and a visual revamp of the website
Period of cooperation:
February 2020
Number of stages:
4
Number of people in the project:
4

Marketing audit: project context

Our client is a large training company, based in Warsaw. The owners of the company have approached us in order to streamline their marketing activities and visually revamp their website.

 Problems and challenges the client was facing:

  • increasing the effectiveness of actions in social media,
  • desire to refresh the design of the website,
  • greater diversification of sources of incoming traffic to the website.


The cooperation process

We had 4 weeks, during which we carried out:

  • a kick-off workshop with the client’s team,
  • in-depth interviews with customers,
  • in-depth interviews with “losts” (companies that may have been potential clients but did not finally cooperate),
  • audit of communication channels and marketing funnel,
  • redesign of homepage and 5 subpages on the client’s website.

We additionally defined:

  • the Unique Value Proposition,
  • Key Selling Points,
  • KPIs (Key Performance Indicators),
  • a map of touchpoints for the sales team,
  • recommendation of actions for the coming weeks and months in the form of a tactical plan.

Sprint 1: Marketing audit vs. research

A kick-off workshop

Although we are based in Krakow, we regularly work with companies based abroad or in Warsaw (greetings to ING or Mokosh Cosmetics, for instance 🙂 ).
Here, as well, we visited the capital city to conduct a stationary kick-off workshop with the client’s team.

During the meeting we discovered the structure of the company, the goals of the founders and employees, we also developed a marketing funnel that was functioning at that time.

During the kick-off workshop we always determine (or alternatively, verify) the next steps to be taken, including setting dates for the first interviews or materials provided.

Interviews with the team

Interviews with members of the client’s team give us a broad perspective on various business aspects. Furthermore, we learn different points of view and perceptions. A good marketing audit should include this part in the first place.  

We interview the people in charge of:

  • marketing activities,
  • sales activities,
  • management.

During such interviews, we gain knowledge about:

  • the history of the company,
  • internal processes,
  • Unique Value Proposition,
  • the target group,
  • issues to which we must pay special attention.

 

Research with the customers

For this client, we also decided to do additional, two-way research:

  • with the company’s clients,
  • with the “losts”.

The clients are the largest enterprises in Poland.

We have done a number of interviews with them, during which we learned information such as:

  • where they know the client’s company from,
  • what the strengths of the company are,
  • what they need to improve,
  • what plays a key role in the decision making process of a training company,
  • who co-decides on the selection of a training company.

In every strategic process we emphasize that this type of research is absolutely crucial and the knowledge gained from it can change the business radically.


Research with the “losts”

Interviews with companies’ representatives who have not decided to use our client’s services are one of the most unusual solutions for organizations.

That’s true – this approach is a little less conventional than standard market research, but it gives very interesting insights into the specifics of the industry, decision making factors or pricing.

Through interviews with the “losts” we gained invaluable knowledge about:

  • the reasons for abandoning the offer,
  •  the chain of decision makers in the process of selecting a training provider,
  • issues that work very well, even though there was no final cooperation.


We like to present the findings of the research and our recommendations in the form of a review, so that the client can see in a concise form which things should get the greatest focus and what the priorities for the next few weeks should be.

Sprint 2: Analysis

Social media analysis

The organization for which we developed an introduction to the strategy is a relatively large company with the appropriate resources and competences.

In this case, there was a problem with the diversification of sources of traffic on the site, coming almost 100% from search engines (so to say in secret that such a good SEO happens very rarely 🙂 ). 

So we focused strongly on auditing the company’s content and profiles in social media, and more specifically on:

  • the company profile on Facebook,
  • the company profile on LinkedIn.

We especially focused on:

  • regularity,
  •  the quality of visual content,
  • adapting to a particular medium,
  • working patterns,
  • matching to persona.

Audit of the website

One of our tasks in the next sprints was to bring a visual revamp to the website.

To accomplish this, we analyzed the content of the website, the UX of the website and the current design.

What to remember when conducting this type of audit?

  • Call to Actions,
  • Unique Value Proposition and Key Selling Points visibility,
  • the legibility of texts,
  • proper functioning of the buttons and content updates,
  • working on different displays (web, mobile, tablet).

Competition analysis

We have analyzed 5 competitive companies of our client. The training market in Poland is extensive. One thing to keep in mind when analyzing competitors is the right choice of organization to analyze. 

How to do this?

  • Remember that there are several types of competitors, the most frequently mentioned are direct and indirect ones.
  • One of the most common mistakes is choosing competitors who are much more experienced and advanced in terms of their resources. In short – if you start with an e-commerce store, do not analyze Amazon 😉 .
  • You should focus on competitors similar to your brand – operating in the same markets, in the same countries, with the same group of customers.

However, the most important is the purpose of competition analysis. If you want to enter new foreign markets – analyze the companies that are also entering them, or those that are already there. Alternatively, consider why they are not there.

Marketing funnel analysis

During the kick-off workshop we suggested an exercise to work out what the marketing and sales funnel looked like at the moment.

At that moment, the funnel was not constructed correctly, user flow was not smooth. This happens all the time – the funnel is one of the most important, but also the most difficult part of designing the strategy.

We took care of organizing the middle stages of the funnel with simultaneous optimization of the first part of the funnel and relieving the sales team through marketing activities strengthening brand recognition.

Download marketing funnel template

Sprint 3: Strategy


A three-week strategic process, full of research and analysis, made it possible for us to develop an MVP marketing strategy.

In the strategic part, we presented such elements as:

  • Unique Value Proposition,
  • company vision,
  • Key Selling Points,
  • action recommendations,
  • a tactical plan.

Unique Value Proposition

Sometimes our customers tell us that it is hard for them to find their company’s distinguishing feature. They have been operating for many years, they have tens/hundreds of customers, a large team, but after so many years it is not easy for them to look at their company from a bird’s eye view and assess how it really differs from their main competitors.

For us, as strategists and consultants, there are several factors important in this situation:

  • the opinion of the owners,
  • the opinion of the employees,
  • the opinion of the customers and the “losts”,
  • competition analysis,
  • market knowledge,
  • own experiences.

By combining all these elements, we are able to emerge a Unique Value Proposition of the brand, even if it is not that obvious at first glance 🙂 And so it happened in this case.

 

Key recommendations

For this client from the training industry, additional marketing, sales and business recommendations provided during the strategy presentation, were of great importance.

We recommended, for example:

  • using additional analytical tools to support the activities of employees dealing with active sales in the company,
  • using the map of customer contact points with the brand that we have developed,
  • using the testimonials received,
  • remarketing activities,
  • optimizing meetings among the client’s teams (especially those between marketing and sales).

Sprint 4: Design

Apart from activities related to the strategy, we have developed designs for the revamped website of this client.

While working on the website, our main goal was to improve the overall experience of users visiting the website. It was also important for us to use already existing elements and content in building a fresh design. 

We have changed the design of the sections and subpages, we have taken care of the appropriate spaces, which are extremely important when it comes to the legibility of individual sections of the website. 

We also designed additional sections, which showed the company’s UVP. Despite many changes, the design we prepared presented the company and the services in a professional way. We focused on simplicity and minimalism, using elements of branding and themed images.

Summary of activities

4

Sprints

3

Research groups

5

Designed subpages

The tools, methods and techniques used in the project

Project team, i.e. who was responsible for what

Author of the Case Study

Grzegorz Górzyński Lean Marketing Consultant & Strategist
Creates and helps clients develop their marketing and business strategies.

He has gained experience in NGOs, corporations, startups, SMEs and agencies, thanks to which he looks at business holistically. He has worked with Facebook Inc. on the Global Developer Circles project.

He has trained several hundred people in marketing, social media and validation of business ideas. He stood on the stage of, among others, Social Media Week Warsaw, BOSS Festival, PR Camp.

He loves Lean Startup approach, travel and good food.

Other members of the team

Beata Mosór-Szyszka CEO & Lean Strategist
Beata is a strategist, marketer and lean consultant with over 14 years of experience in the international market.

She helps companies create and/or optimize their business model, and translate it into effective strategies, tactics and specific actions. She is the author of Lean Marketing Sprint, a method for creating marketing campaigns, and Values Poker, a tool for working with values.

As a speaker Beata performs at Polish and international conferences (e.g. Lean Startup Days Paris, VC night by Viva Technology, Open Living Lab).

Beata also has experience in organizing and designing acceleration programs such as Google LaunchPad Warsaw & WARP by Deutsche Telekom, T-Mobile & Cisco.
Agnieszka Pałka Lean Researcher & Strategist
She conducts research and analyses to create the best market and marketing strategies together with clients.

She ran a B2B2C startup based on the latest technologies, as well as a foundation supporting the development of entrepreneurship and awareness of innovation. Openness to various industries allows her to delve into the context of any business while researching and creating tactics. Winner of the prestigious Stanisław Wyspiański Scholarship, shared her experience in developing startups on the jubilee 10th edition of Soft Skills Academy.
Paweł Nawara Product Designer w Project: People
From an early age, he has been associated with design in its broadest sense. He has worked on graphic designs of various types (websites, mobile applications, social media, DTP). For two years he has been the best at Lean UX & UI Design.

He works on innovative projects, often solving complex problems. He is involved in every stage of the process. From the initial idea and discussions with the client, through the entire design process, to cooperation with developers on the final implementation of the product.

Strongly involved in various social activities and events (Juwenalia UEK, DesignWays Conf). An active member of a student organization - NZS UEK, where he helps young people and develops students through mentoring or training.

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