Customer Background
Xanthos Digital is a UK marketing firm based in Cambridge that has the experience of digital marketing, web development, and web design. Their core focus is B2B clients with complex audiences, where understanding customer behavior is essential yet challenging.
Overview
Client: A digital marketing agency Xanthos Digital (Cambridge, UK)
Industry: Digital marketing, web development
Services Provided: Marketing strategies, Google Ads, SEO, Meta Ads
Primary Clients: B2B businesses with complex audiences
Challenges before using Elsa
Before integrating Elsa into their workflow, Xanthos Digital faced several key challenges:
- Time-consuming Ideal Customer Profile (ICP) research: Creating a customer persona required extensive research, taking approximately 5 hours per project.
- Prioritizing key insights within a limited time: The agency focused on pain points and goals, which were the most immediately actionable insights for their clients. While they could gather deeper insights such as barriers, selection criteria, and triggers, doing so manually would have significantly increased research time and impacted project efficiency.
- Reliance on manual research and ChatGPT: While ChatGPT was helpful, it lacked the ability to structure insights effectively and comprehensively.
How Elsa transformed the Xanthos Digital workflow
1. Reducing ICP development time by 50%
- Previously: 5 hours per ICP (including client discussions and manual research)
- Now with Elsa: 2.5 hours per ICP
- Time savings: 2.5 hours per project, allowing the team to focus more on strategy execution rather than just research.
2. 3X more Insights for more effective marketing
Before Elsa, Xanthos Digital concentrated on pain points and goals as the most critical elements for crafting effective marketing strategies. Now, they leverage a full psychological profile, including:
- Barriers: Identifying what prevents customers from purchasing
- Selection criteria: Understanding why customers choose a particular service or product
- Alternative solutions: Insights into competing options customers consider
- Triggers: Events that push customers toward making a purchase
This shift increased their available insights from 25% to 95%, enhancing the precision and depth of their marketing strategies without requiring additional time investment.
3. Enhancing ad copy and messaging
Elsa’s insights directly improved advertising and content creation:
- Barriers: If affordability was a concern, they highlighted cost-effective pricing in ads.
- Triggers: Used real-life scenarios like “Has your loved one fallen down the stairs?” to create emotionally resonant messaging.
- Selection criteria: Emphasized key decision-making factors like Xanthos Digital incorporating trust signals (e.g., “Serving clients for 25+ years”).
4. Improving client deliverables
- More professional ICP reports: The agency now presents comprehensive personas to clients as part of their strategy documentation.
- Higher client satisfaction:95% accuracy in personas, with minimal adjustments needed from clients.
- Stronger value proposition: Clients appreciate the in-depth research, reinforcing the agency’s expertise and credibility.
The business impact
- 50% faster ICP development
- 3X more actionable insights
- More effective ad performance with refined messaging
- Higher perceived value by clients
As Adam Barsby, the Head of Digital Marketing at Xanthos Digital, puts it, Elsa has changed the agency's approach to persona creation:
"We always knew persona development was essential, but before Elsa, it simply wasn’t scalable. Now, we get deeper insights in half the time, and our clients immediately see the value in our approach."
By leveraging Elsa, Xanthos Digital has expanded its service proposition, amplified campaign effectiveness, and become a forcefully strategic, data-driven marketing ally.
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