Detangle the complexity of the B2B sales channel for a lab furniture maker.
project context
Our client, a laboratory furniture company, was being misinterpreted by its market and needed to rethink its brand’s positioning, communication strategy, and personality by understanding its customers and their essential needs.
Client challenge
How can we strategize brand communication by studying end-users & stakeholder ecosystems?
Project Scope
Type of Engagement
Market Research
Time-frame
8 weeks
25 hrs
Data Collection
10 hrs
Analysis, Recommendations & Story building
-
Internal Stakeholder Survey
60-min Virtual Interviews
- Expert Interviews
- Customer Interviews
Co-Creation Workshop -
Khoj Lab Team
Design Strategist
Design Researcher
Communication DesignerClient Team
President, CEO
Founder
Business Development Leader
Product Designer
Sales Leadership -
Design Methods Used:
User Personas
Sales Ecosystem Map
Framework Development
Workshop Design & FacilitationResearch Methods:
Marketing Diagnostic
Communication Content Analysis
Website AssessmentCommunication Methods Used:
Brand Pillars: Taxonomy
Sales Pitch Design
New Content Strategy
Sales Channel Strategy
client testimonial
“Khoj Lab helped us better identify our markets, our true customers, and how to communicate with them better. Through our work with the Khoj Lab team, we identified key characteristics of lab spaces and how each contributes to the work our customers do in those spaces. This also allows us to plan and prepare for the type of work our customers expect to do in the future.”
KHOJLAB APPROACH
Qualitative interviews to understand the sales ecosystem around all the stakeholders.
We conducted qualitative interviews to understand the contexts, challenges, and ecosystems influencing the sales channels. We also engaged in mind mapping activities and interviews with the internal stakeholders to find alignment or any potential misalignment in perspectives between the organization and its customers. We talked to dealers, architects, designers, lab users, and lab managers, so we get all the angles, to capture every perspective and build a strong, well-rounded case.
We assessed the language, brand voice, tonality, website, and communications with end-users and everyone in between through insights and a research-led approach to understanding the brand’s perceived personality and the gaps.
IMPACT/OUTCOME
A sales pitch deck strategizing brand personality
After deeply studying brand customers and their communications, we developed a whitepaper to showcase what the brand is about and what philosophy they stand for. An outcome was a sales pitch deck with all the information about their current standing and a proposed way that they could do it. This led the brand to dive into its personality, making stakeholders communicate with the same language, voice, and tonality. This also informed multiple perspectives in their branding and experience work.
