The Story

RedAwning, an early stage hospitality technology company, saw an opportunity to make small updates to existing proprietary systems and tap into an entirely different audience of consumers.

Strategy + Tactics

This new business within the business also required a shift in the sales enablement approach. Rather than selling more curated, enterprise agreements to larger businesses, the new audience was smaller business owners seeking a simple and more self-serve solution. This meant a shift in resource deployment, moving from sales-led marketing to product-led marketing. For example, penetrating the small business audience required less trade show and event material and media, but significantly more marketing automation to move buyers through the funnel. To bring this to life, RedAwning selected technology platforms and agency support to create the desired customer journey.

Results

An entirely new team and digital ecosystem was established, driving growth and adoption quickly. In just the first few months, it was clear the shift was a huge success and the new program could scale.