On my first day at AdRoll (now NextRoll), I was led to a conference room where we selected our brand identity for the newly formed B2B business unit, RollWorks. After two years, a lot of hard work, and a dedicated team, we grew our share-of-voice from 0% to 35% — establishing ourselves as a leading account-based platform. Not bad for a company known only for its ad-tech a short while before.
The road to category creation and leadership is not always direct, but it does require persistent effort. We pushed on all fronts to achieve this growth: we established a clear brand identity; we created a compelling story and tagline, “take the lead”, which became a mantra repeated by even our competitors; we continually invested in content and SEO to uplevel our visibility; we spoke at conferences; we sought awards; we wrote bylines and blog posts; and built a regular cadence with analysts and influencers. Each of these tactics came together because we built a solid value proposition and crafted positioning based on customer-centric insights. We then executed consistently against this strategy down to how we messaged new product introductions and then carried it through every touchpoint.
Company: AdRoll (now NextRoll)
Year(s): 2018-2019
Results: Grew share-of-voice from 0 to 35%