Provet Cloud

Developing a strategic approach to customer segments for Provet Cloud - which offers cloud-based management software to veterinary professionals - to craft and communicate tailored and consistent brand messages.

A targeted approach

A suite of insight-led buyer profiles built around real Provet Cloud customers to help the brand land strategic, tailored and consistent messaging.

Creating efficiencies for veterinary professionals

Specialising in the veterinary industry, Finland-based Provet Cloud empowers professionals with cloud-based management software that streamlines the everyday running of their practices to create efficiencies and enable them to focus on what matters most: caring for patients and growing their business.

A rigorous process for strategic communications

Following a thorough review of the existing collateral, Bray St. used desktop research and customer insights to develop the buyer profiles, with the inclusion of additional details like pain points, aspirations and regional nuances to make each buyer profile significantly more pointed.

Crucially, the new buyer profiles go beyond simply providing traditional customer personas by including strategic detail on how each engages when completing a transaction, along with actionable insights to help the team craft just the right message at the right time. By crafting such a message, the Provet Cloud team were able to drive lead generation activities.

Aligning strategic communications across the business

The project enabled the internal team to tailor messaging accurately for their communications, not just by role but by region, and land messaging successfully and consistently, from customer emails to multi-channel content and digital campaigns.

The buyer profiles act as a single source of customer truth to create alignment across the business. The buyer profiles acted as a foundational strategic tool, which has now been reflected externally in activations such as lead-generation landing pages, blogs, videos, virtual events and paid media activity that really engage with their customers.

A clear result from clear communication

Since launch, lead-generation landing pages have generated over 7,000 sessions with 29 new contacts and double-digit form submissions.

“As a long-term agency partner, we know that Bray St. doesn’t just understand our business and brand, but understands how to talk to our customers. That’s why the agency was the first choice when it came to creating and curating our buyer profiles – an essential tool in helping the internal team communicate with clients in an effective way. Bray St. helped simplify and sharpen our marketing assets with fine-tuned messaging and actionable details.”

Megan O’Brien

Director of Growth Marketing, Provet Cloud

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