Refine the Value Proposition

To receive prestigious R1 funding from the National Institute of Health (NIH), scientists often need to level up their grantsmanship. Initial clients were thrilled when founder Meg Bouvier, a neuroscientist-turned-grantwriter, distilled her decades of NIH expertise into a library of online courses. Clients didn’t fit a single mold, however.

Which line to bait?

To scale, the team need to determine who was the best buyer. Was it current advising clients—individual biomedical researchers who personally benefited from her expertise? Or the research administrators who considered her online training as one of many successful tactics to support all faculty and staff? Our team set out to understand the customer journey—so The Bouvier Grant Group could focus their sales and marketing.

Low-tech campaigns

After a discovery period, our team conceived of a series of campaigns to clarify which courses were most popular, for whom and at what price point. We deployed and iterated on the value proposition together with The Bouvier Grant Group. We leveraged existing media channels and prospect list to manage the investment.

Business direction clarity

Like many businesses with a sophisticated buyer, we confirmed that credibility was built over time. We mapped critical stops in the buyer’s journey. During this initial engagement, we helped drive up subscription sales for The Bouvier Grant Group training platform by 300%.

The next challenge? Operational excellence!