Are you ready to deliver a Total Market Experience to your customers?
Persona-targeted messaging. Empowered sales channels. Web and mobile apps.
And a data-driven marketing automation platform that connects all your inbound and outbound touch points across the prospect-to-customer spectrum.
At the Mx Group, we’re committed to helping you create a Total Market Experience that feeds your sales pipeline. For 25 years, we’ve offered a unique mix of services to create fully integrated marketing and sales support programs for a diverse group of U.S. and global B2B companies.
ChallengesSealy was the No. 1 mattress choice for consumers around the world, but its commercial division was not enjoying the same success. Their retail-targeted marketing messages were not connecting with hotel and property management customers. They were also struggling to engage their network of independent sales reps and improve transparency and accountability throughout the sales pipeline.
SolutionsThe Mx Group created a distinct B2B value proposition that leveraged Sealy’s consumer brand promise of “A Great Night’s Sleep” and focused on improving guest satisfaction, the primary driver of hotel revenue metrics. Our research found that the No. 1 driver of guest satisfaction was the quality of the sleep experience, and the main factor in a good sleep experience was the quality of the mattress. Creative was developed based on the concept that Better Sleep = Better Business and applied to all touch points, including print, digital, trade show and sales support materials.
We also sourced and made usable a highly segmented and actionable prospecting database, capable of targeting hotel brands, ownership groups, individual properties, management companies and specifiers. We overlaid persona-level targeting at each level, as well as the ability to identify where the target was in the buy cycle: general replacement, renovation, reflag or new construction. This data is then used for direct mail, email, telemarketing and direct sales contact through our marketing automation platform.
Finally, we implemented a lead management system, a virtual sales function and an online sales tool kit that includes a proposal generator, a Management Company Potential evaluation tool and presentation materials to help support the sales team and better manage the sales funnel.