Simplr
NOW that's what I call CX content
BRAND NARRATIVE | THOUGHT LEADERSHIP | ABM CONTENT
Background
Simplr is a modern, tech-enabled alternative to traditional contact center outsourcing. By combining a proprietary AI-driven platform with a global pool of independent agents, Simplr helps retailers deliver high-quality, human-first support and service 24x7x365 and across all digital touchpoints.
In 2020, Simplr first engaged VERDINO as its content agency-of-record to craft a distinct, new brand narrative and translate this new story into compelling full-funnel content.
The Work
As 2020 reshaped the ways people worked, shopped, and lived their lives, we got around a (virtual) table to help Simplr reshape its brand narrative, messaging, and positioning. Collaborating with leaders across the business, we developed a fresh narrative that put Simplr’s stake in the ground by defining a new type of customer and a new approach to serving them. Hinging on data that proves shoppers have less patience than ever and expect in-the-moment service no matter the time of day (or, quite often, night!), we worked with Simplr to define the new era of NOW CX, made necessary by NOW Customers.
The resulting narrative became Simplr’s North Star across marketing, sales, and beyond, with all aspects of the business aligning around the NOW CX story. We helped Simplr to infuse the NOW CX narrative into the company’s website, business development outreach cadences, webinar schedule, blogging calendar, email campaigns, newsletter (a.k.a. NOWsletter), and more.
At the same time, we worked with the team to create pillar content assets (the big campaign-anchoring ones from which derivative content pieces can be developed) that helped to evangelize the NOW CX positioning. Standouts include the company’s research-driven “mystery shop” reports as well as a thought leadership paper sharing a POV on ways retail companies can succeed as consumer trends shifted a year after the pandemic began.
We also enabled the business development team to take a content-driven approach to account-based outreach. We built a customized report-style content piece for each of the handpicked top accounts across Simplr’s BDR team that combined a personalized write-up, relevant research, and NOW CX messaging.
VERDINO has made an immeasurable impact on my team and the Simplr business. Greg and Amanda’s dedication, creativity, and guidance brought us through the pandemic stronger than before. VERDINO are leaders who we can count on to bring a strategic approach to content and storytelling, and who helped us really make NOW CX take off. Honestly, I don’t know where we’d be without them.
DANIEL RODRIGUEZ
Chief Marketing Officer, Simplr
Outcomes
We’re incredibly proud of the work we’ve done with Simplr to help define a new category in customer experience.
Here are just a few achievements that stand out:
- Crystallizing a new category-defining narrative together with Simplr’s leadership team.
- Co-developing research-driven pillar content that became the model for future assets to follow.
- Designing content-centric email campaigns that nurtured contacts to MQL status.
- Developing and co-executing successful lead generating and nurturing webinar concepts.
- Enabling business development representatives to break the ice with hard-to-reach key accounts.
- Contributing to business growth through new wins brought on using the NOW CX narrative.
