Fraysen Systems

BIG IDEA

Hummingbird initially recommended a rebrand because the existing design elements did not align with Fraysen’s position as a market leader that delivered disruptive technology solutions, and the company had no strong messaging. Hummingbird conducted insight interviews and uncovered a series of different pain points and buying motives that came into play at different steps of the selling process. After developing the operational sales strategy with leadership, Hummingbird created messages for each step of the buyer’s journey and coached Fraysen’s sales team to anticipate specific types of conversations with prospects in various scenarios. Hummingbird also developed a new website and supporting sales collateral designed. An automated lead nurturing system was implemented, ensuring that each prospect would receive a series of timed messages at different points of the buying cycle based on our research to ensure more consistent followup and reduce the amount of time that the sales team had to spend manually composing emails. The language of each message was based on what Fraysen’s customers had said they appreciated most about working with the company.