How Big Buzz® Supported Golden Software’s CEO in Fully Delegating Marketing and Sales and Exiting

About Golden Software

For 40 years, Golden Software has developed, sold and supported scientific visualization software and was the first to market three–dimensional surface and contour mapping applications for the PC.

Their scientific visualization software is used by scientists and engineers across the globe.

Golden Software logo

The Challenge

The company historically had not targeted specific industries nor completed customer segmentation, and the owners/executives were unsure what sales and marketing value propositions would resonate with the end user. Nearly half of Golden Software’s customers listed some apprehension before purchasing the software, and the owners/executives were eager for data that clarified specific customer pain points. With this data in hand, the company could amplify messaging that would help prospects overcome pre–purchase challenges and buy. Seen as the “value” software, the owners/executives wanted data to pinpoint what price increase the market would bear before raising rates. Additionally, the owners/executives struggled to align the team on the company vision and each team member’s part in reaching the goals and KPIs toward that vision. The company’s goal was to increase revenue by 30% and profits by 70% over a three–year period.

The Solution

1. Positioning Strategy

  • Analyzed the resulting survey data for brand equity and trends in customer perceptions. Completed competitor research.
  • Articulated in writing the suggested positioning strategy based on data analysis and collaborative sessions with Big Buzz and Golden Software to include SWOT and TOWS analyses. The positioning document included brand essence, positioning statement and differentiators as well as a go–to–market plan.
Golden Software positioning strategy

2. Pricing Strategy

  • Developed two survey sets to include: 1) 200–300 customers, and 2) 200–500 non–customers.
  • Analyzed the resulting survey data to assess the perceived value of the products and understand areas of pricing opportunity.
  • Articulated in writing the suggested pricing strategy based on data analysis and collaborative sessions with Big Buzz and Golden Software.
GS Pricing Strategy

3. Marketing Plan Development

  • Using data gathered in the survey process, aligned with owners/executives on a coherent and customer value–driven monetization strategy.
  • Aligned on how to increase the lifetime value of all users, increase product profitability, improve customer retention and construct a clear development roadmap to creating better, more valuable software.
  • Executed the marketing plan.

4. Content Marketing Strategy

  • Identified the target persona to ensure all content topics are relevant and valuable to readers.
  • Aligned on the parameters of content marketing to develop the highest returns from all efforts.
  • Collaborated in brainstorming strategies to align on all content topics for each 12–month period.
  • Wrote, designed and amplified content across the right channels and platforms as indicated by the data.
GS Content Marketing Strategy

5. Lead Generations Marketing Strategy

  • Developed comprehensive marketing campaigns focused on attracting qualified leads for revenue–generating services and products to increase overall leads and conversions and build a sustainable growth model.
  • Identified messaging for case studies based on data gathered.
  • Identified target audience.
  • Identified channels and platforms across which to promote case studies.
  • Identified offers and calls to action to tee up at this phase of marketing.
  • Created the messaging and design.
  • Established the campaign workflow.
  • Set the KPI/Lead Measure to publish lead generation campaigns including two case studies monthly
  • Launched, measured and optimized the campaign.
GS Lead Generations Marketing Strategy

6. Account Management Strategy

  • Clarified roles (business development, account management or both).
  • Created an ideal new employee list.
  • Developed a strong job description and ad.
  • Brainstormed primary duties and responsibilities for the role(s).
  • Identified SOP/training needs.
GS Account Strategy

The Results

As the result of Golden Software systemizing marketing and sales with support from Big Buzz as well as standardizing operations with EOS® Traction, the CEO was able to meet her goal of increasing revenue by 30% and profits by 70% over a three-year period and was able to exit to focus on family while the team fully took responsibility for the company’s sales and marketing efforts.

Systemize your marketing with the Big Buzz swell approach.

Since 2007, Big Buzz® has helped organizations seeking to move from survival to success with systemized marketing to achieve growth goals. Big Buzz is a marketing services company whose strategists deliver big–picture marketing made clear. Out of the wide blue ocean of marketing, we create a focused energy people notice. Learn more at www.bigbuzzinc.com.