How Raven re-positioned from Standard LMS to Training-Led Growth
Marketing Strategy
User Experience
Customer Experience
Project Overview
Challenge Raven360 was a standard LMS struggling to differentiate in a crowded and unsexy space. They’d previously attempted to move out of this market and into the realm of Sales Readiness but found it hard to stand out. They needed to change their approach and find a new angle in which to thrive. Approach Over a series of workshops, we took them through our positioning framework and dived into the business to find a series of insights that enabled them to reposition themselves. We found that the biggest ways in which customers get value from Raven360 were by them using the software to solve a problem within the business, rather than simply having a repository or materials. The central idea became to empower experts by using Raven360 to grow. Solution Raven 360's new positioning now informs the way they think and act in terms of marketing, and their strategy has shifted to Training-Led Growth (as opposed to product-led growth) Now when new users come to Raven360, they’re encouraged to use the product as part of their daily workflow to improve onboarding, partnership management, and sales-readiness. Key Results 230% increase in demos 30% increase in organic traffic 1900% increase in users via Paid SocialClient
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