There are roughly four stages in Palindromi’s journey from example to category.
Here’s a real example of how that journey looks for a business wanting more leads. I worked with Nest Performance to help shed their skin as a generalist performance marketing agency and become the paid social agency for ecommerce.
Put yourself in the shoes of an ecommerce founder for this next bit.
Stage one: Nest Performance exists, but you’ve never heard of them before.
Stage two: You’ve heard the name ‘Nest Performance’ before, but you don’t know where from. If you searched your inbox, you’d find cold outreach from Nest. Although you opened the email, you basically forgot about it because the outreach felt generic.
Stage three: You notice Nest Performance are now the paid social agency for ecommerce. You spotted their post on Linkedin where they announced exactly that.
Stage four: Damn. Your team keep sharing Nest Performance case studies with impressive campaign stats from the work they’re doing with your closest competitor. Maybe you should have got in touch sooner.
Stage five: Time to find a paid social agency. You compare every agency on your shortlist to Nest Performance, so why not just go with Nest?
Getting as many prospects as possible to stage five is Nest’s goal. But what does the benefit of achieving that look like in real terms?
Within a year of rebranding to ‘the paid social agency for ecommerce’, Nest grew the value of their sales-qualified pipeline 5X. They received referrals from people they’d never spoken to before, all because they got ecommerce businesses to think of them first.