From Strategy to Nuts and Bolts
Blue Seedling began by staging a go-to-market workshop with the Bonobo leadership team. Bonobo’s leaders came from a diverse set of backgrounds and had divergent ideas about the company’s direction. But through an intensive, participatory design thinking workshop (read more on our approach here), the group aligned on core elements of Bonobo’s strategy:
- Positioning and messaging
- Personas
- Pillars of brand identity
- Key use cases
Armed with a go-to-market strategy, Blue Seedling laid the foundation for launching the startup. The team developed the specs and content for Bonobo’s website, and worked with a design and development team to launch the site. And Blue Seedling generated all blog content and sales collateral the team would need in order to educate and engage prospects.
Next, the Blue Seedling team staged Bonobo’s launch. Through strategic packaging and pitching of the story (and without using an external – and expensive – PR agency!), the team scored coverage in both the Israeli and US markets (including coverage in TechCrunch).
Finally, Blue Seedling turned its attention to creating a high-performing demand generation machine for Bonobo. By leveraging content hacking tactics (like a survey of customer experience leaders already in the database) alongside webinars and events, Blue Seedling built a robust and repeatable sales pipeline in months.
