Entercoms delivers the industry-first BPaaS offering for Service Supply Chain, wins a Gartner Cool Vendor
Entercoms, the Dallas, TX-based company, has been innovating in the Service Supply Chain—spare parts, after market services, and services delivery in the supply chain. The company’s platform and managed services were uniquely designed to help their clients run their entire service supply chain as a service.
The challenge was that this offering was not clearly articulated, positioned on the website, and delivered as a customer advantage to their buyers. The company was also going through a leadership transition and wanted to emerge with a refreshed digital presence.
Branding: The existing logo was about a decade old, and was difficult to implement in different situations. We created a clean new logo—the metaphor of connecting multiple variables in the service supply chain that the client platform enabled, and used a modern font. Since this entire offering was based on connecting disparate silos of data, revealing insights, and transforming supply chains, we also created the new tag line: Connect. Reveal. Transform.
Content: The challenge of creating a new category of services is how to evangelize it with prospects and existing clients. Purplepatch worked with Entercoms to create a dynamic Resources center that showcased numerous assets that helped in the entire marketing funnel—from the top of the funnel to lead closure. These assets span the range of white papers, infographics, blogs, e-books and so on, and we created a content calendar that helped the client plan their campaigns.
Campaigns: We continue to work with Entercoms to help build a pipeline in the service supply chain market, where we identify the verticals of target, buyer personas, friction points, and the alignment of the BPaaS offering to these variables. Over the last 18 quarters, we have helped the client drive multiple campaigns, nurture prospect pipeline, and convert more conversations into opportunities.
Website: The client’s offerings were complex and across multiple industries. The challenge was to create a snapshot recall right on the homepage, and we achieved this very powerfully. Also, we redesigned the website navigation to call out BPaaS (Business Process as a Service), the Solutions (by buyer persona and business process), and the Apps that enabled these services offerings.
Analyst Positioning: We worked extensively with the client to help position the BPaaS offering to Gartner, and helped win a Cool Vendor title for them in 2019. This also helped clarify the offering to prospect customers about how BPaaS can help transform their service supply chain.