A Unifying Vision For The Brand’s Future
At the corporate level, we established Neustar as the expert in responsible identity science. In a world of constant change, the success of an enterprise depends on up-to-date insights into identity: an actionable understanding who or what is on the other end of every interaction.
To speak to this universal need, we positioned Neustar as a brand that helps clients grow, guard, and guide their businesses with the most complete understanding of identity. And to reinforce the brand’s position as a thought leader for today’s connected world, we made Neustar’s identity resolution capabilities the invaluable nucleus of every solution it offers.
Building Solutions Around Need States: A New Framework for Solving Client Needs
At the sales level, we helped Neustar rise above the product-and-feature selling strategies of the category by organizing solutions around core customer needs. To address customer pain points directly, we reorganized the product portfolio into high-value solutions for solving the most critical needs of corporate business leaders.
Once we had crafted Neustar’s corporate brand narrative and the solution architecture aligned to both Neustar’s vision and their buying audience needs, we began pitch development. Drawing on the assets we had identified during our research and planning phases—ownable language and market differentiations—we developed strategic sales presentations that brought Neustar’s most compelling points of difference to life.
Working with buyer insights from the Neustar sales leads and drawing on our proprietary research methods, we designed each pitch around the specific buying audience’s needs, pain points, and opportunities. Prior to each pitch date, we worked with the sales leads to hone their storytelling technique and did a final ‘dress rehearsal.’
Modular Sales Materials
With a new strategic positioning in place, Neustar’s sales and marketing teams needed the tools to tell a compelling and cohesive story that would increase perceived value and ultimately pitch win rates. To empower Neustar’s teams, the agency provided brand alignment, training, and a storytelling system focused on making Neustar more relatable—and their solutions more relevant—to buyers. Working with sales leadership, we created a repository of tools and content for building pitch presentations, and led training workshops across Neustar’s 100+ sales team for how to leverage and present the new materials.
Prior to the pitches, we led a series of training sessions with key Neustar sales team members. Our presentation training workshops helped sales leadership be more persuasive and compelling when utilizing the modular sales materials.