Katrina Hopewell

Refining the marketing and sales strategy for Nuffnang, the world's leading digital influencer agency

Nuffnang are the world’s leading digital influencer agency, connecting brands with bloggers, vloggers and social media personalities to amplify their marketing messaging to their target audiences.

Nuffnang were looking to invest in their sales and marketing strategy to significantly grow the UK business in 2016. To achieve this goal I undertook a review of current activity, benchmarking current performance to understand run rate across key target customer segments, as well as introducing new sales packages and recalibrating rate cards to ensure commercial viability.

I then created a new sales strategy that included new target segments, briefed the team and set prospecting and revenue targets for the team to hit. To assist the new strategy, I created contact process templates, pitch documentation and objection handling FAQs for the team to utilise. 

In addition to outbound activity, I created an inbound marketing strategy to increase new leads coming into the business through search and content marketing. I also secured PR coverage and pitched for trade speaking opportunities to elevate the brand’s positioning in an increasingly competitive market.

Over the 6 month contract, the strategy I recommended improved both the volume and quality of leads and proposals for the business, as well as bringing in new revenue.

Launching Blurb, the innovative publishing platform, into the emerging self-publishing market in Europe

Blurb were looking reposition the business away from being a luxury photo book printer towards becoming an inspirational destination for authors looking to self-publish their own content.

The European market for self-publishing was not as advanced as the US, and therefore required a separate strategy to drive awareness for the brand. To start, reviewing customer insight was key so to find the emerging genres and customers to target with the new strategy. We also undertook a market audit to understand more about the level of engagement for the subject across the EU.

The core of the strategy was to create bespoke content to support the new positioning and communicate the new messaging across all owned marketing channels. To create awareness of the re-brand, we built strong relationships with influencers in the field, secured presence or had speaking opportunities at the relevant events and created bespoke branding campaign, 'Unbinding the Book' to inspire a new generation of bookmakers. The strategy resulted in increasing the self-publishing customer base in the UK by 19% year-on-year from 2013-2014.

Creating and implementing a re-branding strategy for leading telecommunications company TalkTalk

After the TalkTalk acquisition of Tiscali, the business required to consolidate and restructure the business to streamline its operations. Tiscali, at the time, was managing three different business broadband brands and the decision was made to migrate 100,000 customers across the business and re-brand to TalkTalk Business.

To support the brand repositioning I created a 15 month integration marketing strategy which involved creating an online microsite, implementing a proactive CRM strategy to communicate the changes directly to customers and ensuring presence at every customer touchpoint - both online and through the call centre - to manage brand reputation. I also produced strategic cross-sell plans both pre/post migration for each brand to engage customers in new products and offers, creating a bespoke customer experience from each broadband brand.

As the strategy put the customer at the forefront of the business, the business impact to customers was limited and successfully minimised the impact of churn to the database.