Project: Creating sales collateral to enable a transition to solution selling
Services: Copywriting, messaging, content planning
Results: Empowered sales teams to cross-sell and up-sell services and solutions
Insight is a global provider of IT products and services – a top ten value-add reseller in the UK. Established for over 25 years, Insight has built a highly successful business – initially through hardware sales, and over recent years by transitioning to software and services.
Insight has seen growing demand for IT solutions, and to meet its customers’ changing needs has developed a comprehensive and highly skilled services team. Its services portfolio spans everything from IT strategy to license consulting.
With such a rich offering of services, Insight needed an effective way to communicate its solutions and services value proposition to its customers. Insight’s European marketing group committed to providing its sales team with a comprehensive suite of marketing collateral to open up new business opportunities.
With a solid understanding of Insight’s target audience, we first created a data sheet format that would enable us to communicate the customer benefits, competitive differentiation and technical features of each service. Our key challenge was to capture complex technical messaging in a concise story, without patronising CTOs.
We held briefing meetings with each lead consultant to gain a detailed understanding of the challenges that their customers face and how Insight’s solutions address their issues.
We worked with Insight’s design agency to align our copy with the design template, editing and proofing through to completing a final version.
As well as writing data sheets, we wrote copy for Insight’s UK corporate and services brochures.
Over a 12-month period we completed over 40 different pieces of collateral, which Insight used as part of a structured roll-out of new solutions to the EMEA field sales team.
“While working effectively as an extension of our European go-to-market team, Resonates’ outside view brought clarity to our services value proposition. They asked challenging questions that enabled them to get to the heart of what we wanted to say, and were able to capture the resulting messages in copy that was technically accurate, engaging and supported our sales. Resonates was equally adept at capturing the essence of our deeply technical solutions as well as our more strategic business-led services.
“Often working to tight timescales and producing copy to support specific sales opportunities, the Resonates team never missed a deadline and always delivered copy of exceptionally high standards.”