Sooner or later, every company reaches a point where growth “by inertia” no longer works. Sales are going well, the product is alive, the team is working, but the result is no longer scalable. This was the case with the client who came to us.
At that moment:
- The product had only been around for two years, but already had over 100 customers.
- The team had deep expertise in enterprise solutions but wanted to go beyond traditional IT consulting.
- Sales were uneven, and attracting new customers relied on off-system advertising activities and personal recommendations.
The goal of the project, which we formulated together, was to increase the number of new customers fourfold, establish clear product positioning, and build a strategic system for attracting customers, both online and offline.
What made the task difficult?
- Low market awareness of the product category itself — “omnichannel contact centers.”
- The dilemma of focusing on two audiences: enterprise customers and medium-sized businesses.
- The lack of ready-made integrations with popular platforms, the absence of advanced AI tools that competitors already had, and the technical documentation, which reduced conversion after the demo.
With this background, we began our work.
| How long did it take to develop the strategy? | 260 hours, 6 working weeks |
| What is the composition of the marketing strategy development team? | Head of Marketing Team, Head of PM Team, Head of Content Team, 2 operational marketers, SMM marketer, Head of PPC Department, PPC Facebook. |
| How were the results of the work used? | Independent implementation by the team on the client’s side. |
We have signed a non-disclosure agreement (NDA), so the client will remain anonymous in this case.
Project
We were approached by a company that has been working in IT consulting since 2015 and implements integrated systems for large contact centers. The platform itself is relatively young, approximately two years old, but it already has over 100 clients in Ukraine. Among them are major players such as Vodafone, Nova Poshta, microfinance organizations, and logistics companies.
The product is an omnichannel contact center. It enables companies to process requests from all communication channels in a single interface (voice, email, messengers), automate processes, build smart queues, add AI analytics, connect video calls, chatbots, and deep reporting.
But the main value lies not only in the tools, but also in the logic:
| For small businesses | For large businesses |
| Simple, quick start without overload | the ability to flexibly customize functionality and monitor effectiveness |
| This combines “human” support with a dedicated project specialist and minimal onboarding time. | |
Despite this, the company faced several barriers:
- lack of clear positioning;
- low conversion from advertising campaigns;
- uncertainty about which audience should be the focus — large corporate clients or medium-sized businesses;
- Poor communication of the product’s key value for the market.
Do you want to sell through a system rather than through acquaintances? Let’s start with diagnostics →
Market analysis: why time works in favor of those who are already taking action
Every year, it becomes increasingly difficult for businesses to control what happens in their communications with customers: the number of channels, messengers, and formats is increasing, and the cost of human resources is rising.
Under pressure from digitalization, companies are forced not only to respond quickly but also to respond competently, accurately, in the context of previous communications, through a channel convenient for the customer, and at the right moment.
In Ukraine, the omnichannel solutions market is still in its infancy. Demand is already evident, but standards are still being developed.
How omnichannel communications help different types of businesses:
| Sector | Objective |
| E-commerce | Reduce the load on support and speed up order processing |
| Logistics and delivery | Automate standard responses without losing customers |
| Financial sector | Store call history, integrate CRM, and respond across all channels |
| Public sector | Respond transparently, quickly, and through channels familiar to the population (Viber, Telegram, etc.) |
✅ After analyzing the market, we saw two extremes:
- On the one hand, there are complex, expensive products with large bills that are not adapted to the realities of small and medium-sized businesses.
- On the other hand, there are budget-friendly but standardized solutions that are not designed for large-scale projects and are not flexible enough to be adapted to specific businesses.
We have formed a structured picture of the market:
- identified key sectors with the greatest potential;
- researched barriers and demands of small and medium-sized businesses;
- compared competitors — both international and local;
- we identified segments in which our client has the highest chances of leadership.
- analyzed how customers search for such products — how they formulate their requests and expectations.
Special attention to trends:
- transition to cloud solutions (cloud first);
- demand for efficiency and cost reduction;
- growing interest in artificial intelligence solutions;
- focus on data security and platform stability.
This means that the client’s solution (a cloud-native product with AI options, flexible architecture, and a custom approach) meets key market expectations.
Why do businesses need an in-depth analysis of the market and target audience behavior?
The purpose of the study is not simply to “gather information”; its goal is to find answers to specific questions:
- Who actually makes the final decision on the purchase and under what conditions?
- What path does a potential customer take from initial contact to signing a contract?
- Which arguments influence the choice, and which ones go unnoticed?
At Solve Marketing, we don’t rely on assumptions, but on analysis, accurate data, and a clear value proposition tailored to a specific segment.
Competitor analysis
In the omnichannel solutions niche, where everyone promises “maximum automation” and “user-friendly interface,” it is easy to lose sight of reality. That is why the following roles were involved in the competitor analysis:
- Operational marketer — to analyze the customer acquisition funnel systems used by competitors, with details on the technical characteristics of promotion: SEO, paid channels, targeting, offers and website structure.
- Content marketer — to research brand archetypes, identify key messages, and communication tone.
3.2 What we saw
✅ In the lower price segment — active SEO, simple landing pages, narrow product offers. Communication is based on functionality: “respond to requests,” “automate chat,” “save time.”
✅ In the mid-market segment — the battle for comprehensiveness. Solutions are promoted as platforms rather than services: “everything in one place.” Brands are trying to form an entry strategy through pain-driven marketing — “Is your CRM not integrated?”, “Are you losing customers in chat?”.
✅ In the upper segment — leaders in the international market who work with corporations, government agencies, or banks. Their communication is not about the product, but about security, stability, and enterprise level. They do not impose themselves because they are already known.
3.3 Majority tactics:
Problem 1: Everyone talks about “omnichannel,” but no one explains it. This word makes no sense to small/medium-sized businesses. They are looking for: “how not to lose a customer from Instagram,” “how to integrate Viber and CRM,” “how to track operators.”
Problem 2: No segmented communication.
Most companies promote the same message to everyone at once — the online store manager, the marketer, and the fintech CEO. As a result, everyone sees something that is “not quite about them.”
Problem 3: Weak demonstration of ROI.
Almost no one shows the numbers: how exactly the platform reduced response time, increased customer retention, or increased profits. All arguments are at the level of slogans.
Insight: In technical niches, it is important not just to talk about integration or cloud features. It is important to explain how these technical advantages help businesses — for example, by saving money, speeding up work, or reducing costs. A company that can explain its technology to businesses in simple language will attract customers faster.
Project analysis
Once we understand the market, we move on to a systematic assessment of the product: comprehensive diagnostics of the product, website, communications, visual presentation, existing social media activities, and advertising infrastructure. At the same time, we checked how these elements work together and how well they meet market demands. We assessed how well the brand, communication channels, and content are aligned with each other and meet the expectations of the target audience.
Product structure and positioning
During our research, we found that the previous brand’s website still appears in Google search results for key queries, even though it does not play a clear role in the communication strategy. This factor may cause confusion among potential customers and indicates a lack of a unified brand structure.
Website: convenience, logic, efficiency
The main website has a modern visual design, but does not perform a full sales function. The structure, language, and presentation of blocks are all technical, focused on describing functionality rather than solving customer problems. There are no clear call-to-action buttons (CTAs), social proof elements, personalized offers, or content differentiation for different audience segments..
Social networks: growth through consistency
SMM platforms are used irregularly, without a coherent visual and semantic system. Instagram, Facebook, and LinkedIn have low activity levels, are visually fragmented, and their content is monotonous and does not take into account the real information needs of the audience.
Content: potential not fully realized
Blogs, knowledge bases and presentation materials — all these components contain useful information, but present it in a form that is incomprehensible to users. Much of the content is overloaded with technical terminology, has poor SEO potential, and lacks engagement mechanics.
For each segment of the analysis, we compiled all expert conclusions into comprehensive documents with recommendations for improvement.
Advertising infrastructure
In a separate document, we audited the existing Google advertising campaign and provided a step-by-step plan for scaling lead generation. Specifically, this involved adding Meta Ads, testing creative hypotheses, and building a segmented funnel.
Design and prototypes
Analysis of prototypes for the new landing page and presentations revealed a need for visual systematic thinking: unification of elements, emphasis placement, and grid reinforcement. Even minimal adjustments to fonts, colors, and visual rhythm significantly improve the platform’s perception.
Methodological logic
All elements of the strategy are interdependent. The website should reflect positioning, content should reinforce SEO and social proof, SMM should add credibility, and advertising should correspond to the communication framework. This is how a set of disparate tools transforms into a coherent system.
💡Insight: It is difficult for in-house teams to evaluate themselves objectively because they are accustomed to internal processes and do not question what already works. An external audit is an opportunity to see where and how a brand can grow.
Positioning
Positioning is the result of complex work, which is why, before moving on to forming a clear positioning, we conduct an in-depth marketing analysis, including competitor research, target audience segmentation, and the formation of choice factors.
All these steps are necessary to form a sound, accurate, and sustainable positioning strategy that will correspond to both the current market situation and the company’s ambitions.
What is positioning?
Positioning is a strategic marketing method that allows a brand to secure a certain place in the minds of its target audience.
We analyzed the current market situation, the company’s strengths and weaknesses, competitive claims, and customer expectations. As a result, several positioning options were developed, adapted to different segments.
For the large corporate segment:
Omnichannel contact center for your business: telephony, chat, and advanced analytics in a single interface.
For small and medium-sized businesses:
Customer support platform: all communication channels in one interface for sales and impeccable service.
💡Insight: Strong positioning cannot be invented — it must be found. It is based on the real advantages of the product that are important to customers. Then, positioning works for a long time and really strengthens the brand.
“Mystery Shopper“
This section of the study contains an assessment of the customer experience in terms of interaction with the sales/support department and with the companies’ products themselves: from the first contact to the completion of the service testing phase. The study analyzed both the actions of managers and the quality of the product itself. All statements are supported by screenshots and, where necessary, call recordings.
This format allows you not only to see what the customer journey looks like through the eyes of the consumer, but also to identify areas of loss that are not immediately apparent.
Role and interaction scenario:
We created a legend of an entrepreneur looking for a solution for integrated communication in messengers (Telegram, Facebook, Instagram, website) with the ability to collect conversion analytics in CRM. The goal is to find a service that will allow you to combine channels, simplify interaction with customers, and provide flexible analysis of results.
After conducting the research, we compiled a detailed report describing the strengths and weaknesses of our client’s competitors’ sales departments compared to our client’s sales department.
SWOT analysis
SWOT is a classic but powerful strategic analysis tool. It allows you to form a comprehensive picture of the company’s position based on four key vectors: strengths, weaknesses, growth opportunities, and external threats.
SWOT analysis shows that the product has high internal potential but does not fully utilize it due to limited external expansion. The biggest risks are insufficient work on brand positioning and recognition, as well as a lack of focus on a narrow segment.
Choice factors
Any strategic marketing work is based on a clear understanding of the factors that determine customer choice. As part of the project, we compiled a list of over 100 choice factors covering the expectations and requirements of businesses of various sizes, from small to corporate clients.
In further work, these factors should become the operational basis for marketing activities: each choice factor should be transformed into a specific task for implementation (one factor = one task). In this way, the marketing strategy becomes applicable and manageable.
For more information about the “choice factors” framework developed by Solve Marketing, read this article.
Audience segmentation
To make a product relevant, it is not enough to know “who our customer is”; it is important to know how they make decisions, what triggers them, where they are, and how to communicate with them. That is why we conducted a detailed segmentation of the audience using the 5W method (Who, What, When, Where, Why), adapted to the specifics of an omnichannel contact center.
We have identified four levels of customer segments. This approach allows us not only to better understand potential customers but also to form customized product hypotheses, targeted media plans, adaptive sales processes, and relevant lead magnets.
As part of the study, we conducted a preliminary analysis of each segment using the 5W method:
- Who exactly makes the decisions.
- What is important to him in terms of functionality.
- When and how the decision to buy is made.
- Where these companies are present offline/online.
- Why exactly do they need this type of solution?
Test lead generation
After developing a strategic framework, we decided to move on to tactical testing — test lead generation, which allowed us to assess the real response of the audience, the cost of contact, and the quality of the customer’s path to action.
Before launching the ad campaign, we conducted a preliminary analysis of the advertising account and developed a basic lead generation strategy, in which we:
— segmented the target audience and created two key profiles for testing;
What we did to launch:
- Set up Meta Pixel on the website (form submissions, bot transitions).
- We developed creative content with an emphasis on the benefits of the platform for businesses.
- We wrote advertising texts with the audience in mind.
- We launched an advertising campaign on Meta (Facebook + Instagram) with two target audiences: “small and medium-sized businesses” and “e-commerce.”
Key test results:
After testing, we obtained preliminary results about creatives and audiences, and several barriers were identified:
- The user journey is too complicated. The path to the free trial is convoluted, with several points where customers can be lost.
- Lack of prompt response. Some leads received a response with a delay of up to 24 hours.
- Insufficient specificity in benefits. Potential customers do not clearly understand what exactly they will receive until they complete the entire questionnaire.
Marketing without clear diagnostics is a trial-and-error strategy that is too expensive. Sign up for a free consultation and get an independent view of your marketing system: from positioning and messaging to the structure of the conversion path.
Hypotheses and USP
We have developed a series of strategic hypotheses to test that will potentially impact key business metrics:
- increase in the number of leads and conversions into customers;
- increase in average check size.
These hypotheses were incorporated as experimental blocks into the marketing strategy, allowing key decisions at the channel, message, and commercial offer levels to be validated prior to scaling.
After positioning, we developed a USP that focuses on the functional and emotional triggers of the audience.
Among them:
- efficiency (up to 70% time savings for the team);
- integrity (all communications in one window);
- connection speed (2 hours);
- affordability (from 300 UAH/month).
All USPs are focused on understanding real-life scenarios of product use by customers from different segments.
Why does a business need a marketing strategy?
This case demonstrates the importance of a comprehensive strategic approach to market entry.
Without a clear marketing strategy:
- It is unknown who the main client is.
- The budget is spent on random or ineffective actions.
- There is no clear verification of ideas, so it is difficult to scale confidently.
Who needs a marketing strategy?
- For SaaS products that want to scale without losing focus.
- For B2B companies entering new market segments or countries.
- For services with a complex or expensive sales cycle that require a structure to support it.
У Solve Marketing:
- Over 100 strategies developed in 35+ niches;
- 25+ experts with narrow specializations: analysts, marketers, copywriters, PPC specialists, strategists.
A marketing strategy begins with a review of meanings, terms, landing pages, and user behavior logic, and ends with an action plan for using the necessary tools to achieve business goals.
Sign up for a free consultation — and we will show you what your strategy looks like in terms of numbers, hypotheses, and growth points.
