Spearheading digital expansion into North America

Driving growth and engagement through digital strategy and measurable outcomes

SpeakSuite, formerly TikTalk, an innovative SaaS company specializing in speech therapy solutions, faced challenges in determining an approach to go into the North American market. Our goal was to help the client build a stronger digital presence in North America, to identify and target specific geographic areas, and to support the customer journey to lend to a conversion.

The "Who"

TikTalk (not THAT one), which later rebranded as SpeakSuite, was an innovative SaaS company based in Israel. The company developed software tailored for the Speech Pathology industry, specifically designed to enhance the way speech therapists work with children. TikTalk’s platform transformed the traditional homework assignments given by speech pathologists into engaging, interactive games. The platform tracked a child's progress as they did their homework by integrating AI technology, and adjusting the level of difficulty based on their performance, ensuring personalized learning. As the child did their homework, the platform share data with the therapist who could then track and chart the child’s success. The goals were twofold. First to empower children to practice their speech exercises at home in a way that felt more like play than work. Second, to accelerate a child’s therapy sessions to enable the therapist to take on more clients in their business.

The "Why"

When we first began working with TikTalk, it was clear that there were significant gaps in their marketing and overall business strategy. The company’s senior management found managing the business and handling marketing to be overwhelming and unproductive. The company was being run with an engineer’s first mindset, and lacked the creative (strategy or tactical) know how to bring their offering forward. Ultimately the goal was to find new beta users of the program, and once the new users tried the program and found success switch them to a paid monthly program.

The "What"

Our primary challenge was to teach the partner team a comprehensive approach to marketing. Until then, the company had always been focused on developing their product and gaining a limited number of beta users in a controlled roll out. There was little understanding of how to effectively nurture potential customers through the stages of awareness, consideration, and conversion. In a world where digital interactions are the norm, SpeakSuite had to learn how to engage with their customers across the digital channels they were using daily.

Our goal was to not only educate the cleint but also to help them develop a plan that would support their growth objectives. With a client set goal of 250 beta users in the first campaign, and 400 beta users in the second campaign, the question was how to get to those goals.

The "How"

To kick things off, we identified the key platform for the awareness and conversion component which was LinkedIn. From there, our team worked with the leadership team to the appropriate budget (media wise) and from that we worked through the costing for creative efforts (landing pages and key performance indicators (KPI’s) to measure our success against.

In the strategy, we identified and recommended geographic areas Insurgency believed would be the best to target our messaging with, and we matched those geographies with numbers that LinkedIn suggested were our target audience.

The "It"

With the how defined, our team went down two adjoined paths to execute. First, the creative team created display ads and corresponding long form landing page content for the site to connect the experience. On the other side, our media management team identified the focus states in the US to target, and also the size of the audiences and potential conversion costs to operate towards. They also built out the audience segments in LinkedIn and connected all analytics to track which messages/creative to the landing pages to conversion would yield the best results. Last, a retargeting campaign was created so if a prospect target saw 2 of the hour ads created, then retargeting was attached to that user.

The "Results"

The results were more accelerated than expected in the first campaign. The goal was simple. Generate 250 leads within three months. Insurgency accomplished it in two months. In a second campaign, the ask increased from 250 to 400 leads, same time frame, with a slight increase in creative allowance. The team interviewed beta users from the first round, brought their feedback/enthusiasm into the second campaign, and the target was met in the allotted time,

The success of Insurgency’s efforts led to future work supporting the company with a creative booth design for tradeshows in the same states we were targeting, collateral, and supporting “uniforms” for selected tradeshows (chosen based on the success of the two campaigns in specific states identified from Insurgency). Last, a post conference follow up campaign was created leveraging email templates designed by Insurgency to support the then growing marketing team at TikTalk.

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