This innovation consultancy firm helps enterprise companies continually create the types of products and solutions that the market is about to crave. In addition to facilitation sessions that “unlock” teams and uncover the company’s next iteration, Vectorform assists with execution. The new ideas they bring to life make brilliant business sense.
Vectorform came to Next Step for help understanding how buyers in enterprise companies make decisions about Vectorform and their innovation consultancy services. We needed to discover which Behavioral Science framework would motivate the most clients.
Interviews revealed that when it comes to investing in innovation, B2B buyers in enterprise companies have strong opinions about risk and disruption. We developed hypotheses around how these personas make decisions and then put our theories to the test. We uncovered the Behavioral Science framework that resonated most and used it to create messaging that spurred buyers into action.
We started with a Behavioral Science Assessment, where we reviewed Vectorform’s current materials, from their Innovation Consultancy landing pages to their brochures and sales decks. We realized that much of Vectorform’s marketing used a “Gain Frame,” focusing on what companies would achieve through innovation.
Although talking about gains makes inherent sense on the surface, when you actually go out and talk to enterprise level users, a different perspective emerges. We discovered that there was a certain level of risk and fear associated with introducing innovation to the company. Would a Loss Frame be a better approach?
We now had several solid hypotheses, but which ones were actually at play for their audience of B2B buyers? To find out, we ran two experiments on LinkedIn targeting their ideal prospects. Testing revealed people were far more motivated by preventing losses than by chasing gains. Our Relativity frame was a close second place winner.
Gain vs Loss Frame
Relativity vs Control
Once we knew which frames worked best, we created messaging and landing pages that successfully address the buyer’s actual mindset and motivation. After launching a digital marketing campaign on LinkedIn with the new messaging, we generated 117 Enterprise B2B Leads in just 3 months.