case study - Fractional CMO
Leadership and Go-To-Market
Plum Voice enables automated customer communications, including AI-powered solutions, to simplify the most frequent interactions. Their cloud-hosted, PCI- and HIPAA compliant platform empowers developers to build self-service applications with their choice of robust APIs and low-code tools or that provide an excellent customer experience at a fraction of the cost of live agents.
Client Need: Overall strategy and management
With their VP of Marketing departing, Plum needed to reassess their marketing strategy and plan and come up with strategies and tactics to differentiate themselves in a very crowded marketplace. They needed a fractional CMO to manage the current marketing team while working with other executives to create a new marketing and go-to-market strategy.
Our Approach: Assess, recalibrate and fill the pipeline
Our strategic refresh included social media, search engine marketing (paid and organic including experimental campaigns) and content strategy and creation. For lead generation, we introduced an ABM program with nurturing tracks, prospecting of over 3,000 C-level contacts for the program, and Salesforce reconfiguration to better meet business needs.
We also created the messaging behind the launch of the industry’s first service that allowed customers to synergistically use AI and natural language resources from Amazon, Google, IBM, Microsoft and Nuance within intelligent virtual agents (IVAs).