Detangle the complexity of the B2B sales channel for a lab furniture maker.
PROJECT CONTEXT
Our client, a laboratory furniture company, was being misinterpreted by its market and needed to rethink its brand’s positioning, communication strategy, and personality by understanding its customers and their essential needs.
client testimonial
Khoj Lab helped us better identify our markets, our true customers, and how to communicate with them better. Through our work with the Khoj Lab team, we identified key characteristics of lab spaces and how each contributes to the work our customers do in those spaces. This also allows us to plan and prepare for the type of work our customers expect to do in the future.
- President, Client Organization
client Challenge
How can we strategize brand communication by studying end-users & stakeholder ecosystems?
PROJECT SET UP
Client
A 40 year old Lab Furniture Manufacturer
Industry
Manufacturing
Time-frame
8 Weeks
Khoj Lab Team
Design Strategist
Design Researcher
Communication Designer
Client Team
President,
New Business Leader, Sales Leadership
Services Provided
Primary Research
Marketing Diagnostics
Sales and Channel Strategy
Workshop Design & Facilitation
METHODS USED
Expert Interviews
Customer Interviews
Framework Development
Marketing Diagnostic
Co-creation Workshop
25
hrs
Sales and Customer Interviews
10
hrs
Leadership Interviews
Four ‘Brand Pillars’ were recommended to better position the business
KHOJLAB APPROACH
Customer interviews to understand the sales ecosystem around all the stakeholders.
We conducted qualitative interviews to understand the contexts, challenges, and ecosystems influencing the sales channels. We also engaged in mind mapping activities and interviews with the internal stakeholders to find alignment or any potential misalignment in perspectives between the organization and its customers. We talked to dealers, architects, designers, lab users, and lab managers, so we get all the angles, so we make a really good case at the end; it’s just making sure that we have everyone’s say in it at the end and we’ll make a presentation.
We assessed the language, brand voice, tonality, website, and communications with end-users and everyone in between through insights and a research-led approach to understanding the brand’s perceived personality and the gaps.
Sales Ecosystem resulting from research insights
Impact/Outcome
A sales pitch deck strategizing brand personality
After deeply studying brand customers and their communications, we developed a whitepaper to showcase what the brand is about and what philosophy they stand for. An outcome was a sales pitch deck with all the information about their current standing and a proposed way that they could do it. This led the brand to dive into its personality, making stakeholders communicate with the same language, voice, and tonality. this also informed multiple perspectives in their branding and experience work.
Research-driven user-profiles and tools
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