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Dana Stanley
Greenbook’s Chief Revenue Officer
Illuminas
Illuminas is a leading global insights consultancy specializing in B2B and B2C technology-driven industries.
What is Illuminas?
Services and Expertise
Explore market research solutions, industries, markets, and business issues covered by Illuminas
Research Solutions
Industries & Demographics
Client Projects and Success Stories
4 results
Persona Development
A multinational infrastructure software provider had been generating content for its go-to-market campaigns for the general market, and the company was interested in customizing this content for specific types of decision-making personas. It had been awhile since the company engaged in any type of persona research and as a result, the personas they had access to were outdated and missing key pieces of information. Thus, our client was looking to conduct primary research to create profiles of specific types of decision makers its marketing team could use to customize their GTM strategies.
Specific objectives of the research included:
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To create a consistent way to target and develop personas using use cases and market problems
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To transition to a persona-first approach to enable more effective messaging
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To better understand the ideal persona profile definition
Voice of Partner
A Fortune 100 hardware and software provider was highly invested in the success of its partners and had an initiative to drive its partner satisfaction score to 4.5. The company had many touchpoints with their partner audience and different methods for capturing the partner perspective, but without a consistent and holistic approach, they were concerned they were not capturing the full depth and voice of all partners. As a result, the company was looking to develop a research program that aligned the measurement approaches, provided insight into all the relevant audiences and gave them the tools to drive partner satisfaction.
Pricing Strategy & Optimization
A marketing technology (MarTech) company conducted a pricing and packaging diagnostic to better understand discounting levels for its products and buying behaviors of their customer base. Primary findings from the diagnostic were that extreme discounting was occurring for its core product and customers were not buying into the company’s product packages as they were currently structured.
Anecdotally, they were also hearing that their pricing was significantly higher than competitive offerings, and the deals they lost to competitors had been primarily due to price.