First Choice Health
A provider owned insurance agency needs a better way to analyze data
User Research
Marketing Strategy
Expeditors is a global logistics company headquartered in Bellevue, Washington. Mentor partnered with the Expeditors team to craft a go-to-market strategy for a new product intended to disrupt how the logistics world operates.
Expeditors anticipated broad interest in their new product launch. It was our research challenge to understand the customer and their journey in order to create a strategy that incorporated the appropriate touch points.
During our initial stakeholder interviews, it became clear that there was a distinct difference between the customers (or buyers), and users. Going forward, this distinction was key in conducting both interviews and surveys. Our strategies and approach for each primary group were tailored and distinct.
Mentor identified, recruited, surveyed, and interviewed C-suite & VP individuals from major companies to uncover their current workflow with different products, and opportunities for visibility. These findings uncovered important topics like purchase hesitation, internal company product awareness, and onboarding.
For users, our approach was focused on gaining insight into those who use a variety of software solutions to accomplish a similar goal in their daily workflows. Both surveys and moderated interviews were conducted. These findings uncovered internal communication issues, where the challenges that users faced with software were often not communicated to decision makers.
Both direct and indirect competitors were considered. Some of the primary topics we looked into included marketing strategies, channels utilized, execution, target audience, traffic sources, voice and tone, and support channels.
One clear opportunity that arose from this effort were the channels being utilized (and not) for these marketing efforts. Social channels like Instagram and X were underutilized, where Linkedin was consistently used.
Our findings were combined into both a timeline, and a visualization of the strategy for release. The GTM strategy consisted of unique approaches like social engagement, industry forums, commerce websites, SEO, and Linkedin thought leadership.
Our recommendations gave Expeditors a competitive edge by outlining touch-points to reach their audiences within their unique workflows, while also proving Expeditors’ thought leadership in the space.
A provider owned insurance agency needs a better way to analyze data