OPEX

Following its acquisition by ERM, the world’s largest sustainability consultancy, OPEX wanted to identify and map the priority sectors and customers for its industry-leading emissions.AI tool, to help ERM promote this software as part of its digital suite. An in-depth profile of each of key customer group was needed to support the development of a detailed marketing and lead generation strategy.

We conducted a series of audience mapping workshops with OPEX’s and ERM’s senior leadership and business development teams, as well as emissions.AI customers. This helped us understand the job functions interested in the tool and their business priorities, decision making process and barriers to buying. From there, we created a ‘cheat sheet’ for each of the typical buying personas and developed messaging for the sales and BD teams to adopt a consistent approach when discussing emissions.AI with potential buyers. 

The result was a suite of collateral including an animation and brochure. The collateral incorporated the new messaging which enabled sales and business development teams to communicate the software consistently to drive growth post acquisition.