insightsoftware Case Study
Post-Merger Integration Consulting: Product Marketing & Sales Enablement
This Fortune 500 company is a global leader in corporate financial software that includes solutions for enterprise resource planning, smaller business financial planning, tax, transfer pricing, and analytics software. It has undergone explosive growth in recent years, with a large portion of its expansion attributed to M&A activity.
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In February 2020, insightsoftware announced its acquisition of Longview, a global solution provider for enterprise resource planning and tax management. Longview boasted over 100,000 users across 700 enterprises with operations in 100 countries. Deloitte, BMW, Shell, Samsung, and Vodafone were a few customers.
What insightsoftware needed help with
Review Existing Product Marketing to Determine Its Utility Moving Forward
Longview had a bank of marketing and sales enablement material that needed to be analyzed. insightsoftware needed to understand if this material should continue to be used or should be replaced.
Absorb the Longview Brand Into insightsoftware's Overall Brand Umbrella
The acquisition of Longview's brands and products significantly expanded insightsoftware's marketing offerings. As a result, insightsofware needed to revisit its overall brand identity while also determining how to preserve and/or evolve Longview's established brand equity.
Develop Forward-Looking Product Marketing & Sales Enablement Content
Once it was determined how to move forward with Longview's suite of brands and products, a roadmap of content needed to be produced to support the forward-looking strategy.
insightsoftware's newly acquired transfer pricing product allows finance and tax teams to more visually track the cascading impacts of price changes throughout an organization's international supply chain.
Step 1: Interview Longview's Experts
I carried out interviews with key product, marketing, and sales managers of Longview's team together with insightsoftware's VP of Product Management. The goal was to capture their years of experience building and selling these products and to record it in a structured way. We carried this out for all four of Longview's Products: Tidemark, Tax, Transfer Pricing, and Analytics.
Step 2: Develop Positioning Guides
Based on our extensive interviews, we created comprehensive positioning guides that captured everything a marketer or salesperson would need to know moving forward: market dynamics, new trends, customer pain points, the product's solutions, how the product's features worked, the competitive landscape, target user profiles, successful case studies, and any other relevant information.
Step 3: Adapt & Splinter Positioning Guide into Content
We then adapted and splintered our positioning guide into numerous content pieces spanning the full marketing and sales funnel, including top-of-funnel blog posts and videos, middle-of-funnel downloadable guides, and bottom-of-funnel comparison charts and scripts for the sales team.
Results
Executives were happy, sales teams had plenty of content and training materials, and our top- and middle-of-funnel content was some of the best performing on the whole website. Click on each image for details.
"Very pleased to have you on the call - wish I'd recorded your description of how tax policy integrates with transfer pricing...that was great!"
- VP at insightsoftware
"It has been a pleasure working with Ryan. He is very smart, an incredibly fast learner, and the quality of his work is first class."
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-VP at insightsoftware