Growing and scaling despite industry challenges, through customer centricity and internal alignment.
Briq – Online Booking Software
Briq bookings is a multi-activity booking and scheduling software, enabling guests from venues in the family entertainment industry to plan customised experiences. At the time that Briq was focussed on growing and scaling their initial set of customers to 200, COVID hit. This impacted Briq heavily, as most of their existing and potential customers had to close their business. So the question for Briq was, how to grow their number of customers in the right way while facing these challenges?
To acquire new customers, effective communication is essential. The challenge is building a value proposition that addresses the problem that Briq solves with the benefits and value it brings to the customer. To support potential buyers and drive change, you need to provide the right information at the right time through the right channel. This requires time, focus and alignment between product, marketing, sales and customer success. The marketing team consisted of two people, highly focussed on growth marketing but with no time or focus on the messaging. For this Briq needed to build a Product Marketing function.
Eugene Lubbers, CEO, mentioned “We developed a good product, but we need to understand how others, mainly our customers, look at the value we deliver. We are fully focussed on- and excited about every feature of the product. But the potential customer gets overwhelmed with details. He or she might miss our bigger picture when orienting for solutions. Having a marketing background myself, I know it requires time and dedication to build a value proposition that is well understood by your customers”.
The Family Entertainment Center industry is lagging when it comes to adoption of new technology and tends to stick to their existing tools and way of working. Without alignment between the Briq teams and a consistent message, potential customers may fail to understand why they should choose Briq. This makes it hard to get the attention of potential customers and to convince them, which ultimately impacts the goal reaching 200 customers.
To address these challenges and to build a product marketing function, Briq decided to engage with Chasm. Chasm was selected because of the required skills, experience and frameworks. “We needed Chasm’s strategic and analytical approach to execute the vision of ‘Crossing the chasm’, which I believe is what we needed to grow from our initial customers to 200”, (Lubbers, CEO).
Chasm extracted, analysed and shared the necessary information between the teams, which created better internal alignment and communication. A customer-centric approach was applied to develop a value proposition by researching industry trends and customers’ needs, priorities and desires. To ensure that all activities involved in acquiring and serving the customers are tailored to the targeted buyer’s needs, we helped them define their buyer persona, identify the preferred channels, and create a strategic messaging framework. After which the messaging framework was used to create content for the website, presentations and brochures, continuously communicating the value Briq offers to new and existing customers.
Briq witnessed strong growth in product adoption and sales effectiveness. Chasm’s strategic and analytical approach helped to develop adequate systems and frameworks for continuous development.
“Chasm did not just deliver an outcome, there is a full playbook with structure, research and analysis, with a clear build up to our story. We can continuously refer back to this when updates to our positioning are needed” (Eugene Lubbers, CEO).
The clearly communicated positioning, story and messaging helped to increase conversion. The improved internal alignment resulted in less noise, fewer meetings, and more efficient work. With Chasm’s guidance, Briq has evolved in terms of its approach to product marketing. The customer centric approach of communicating the product value increased the adoption of new and existing features. All this will push Briq to grow its customer base at a significant scale.