Case Study:
From Fragmented Messaging to a Unified Buyer Journey
Company: Hexagon
Project: Buyer Journey
Disjointed messaging across GTM teams was confusing buyers and hurting conversion. I aligned teams around a single messaging framework by mapping the buyer journey and linking pain points, solutions, and differentiators.
Situation: Multiple GTM teams were creating content independently, producing inconsistent emails, campaigns, and sales materials. Buyers received conflicting information, lowering conversion and weakening brand perception.
Objective: Create a cohesive messaging framework that unifies GTM communications, aligns marketing and sales, and ensures the right message reaches the right person at the right time, clarifying value at every stage of the buyer journey.
Actions:
- Facilitated a buyer journey workshop with Product and Campaign Managers to align on audience needs, messaging gaps, and priorities.
- Refined key personas and mapped how their needs and priorities change across the buyer journey.
- Built a unified messaging framework linking each persona’s pain points to solutions and decision criteria.
- Designed workflows to deliver the right message to the right person at the right time, automating updates to email sequences, digital campaigns, and sales outreach.
- Launched multiple ABM campaigns based on the new buyer journey and messaging framework.
Results:
- GTM team alignment achieved in 6 weeks.
- Reduced content creation redundancy, saving hours monthly.
- Sales leadership reported more effective prospect conversations.
- Aligned ABM campaigns outperformed previous efforts. (See case study below)
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