Case study:
“Cognition built a coherent marketing strategy that aligned with our goals and a clear path to execution. We could have taken it to anyone to execute but given the quality of the work we had seen it was an easy decision to use them to deliver it.”
Benjamin Collins, Managing Partner, Connex Partners
Learn how we successfully evolved Connex Partners’ marketing strategy to enable them to achieve their commercial objectives.
The business
Connex Partners is the number one executive network for C-level HR and healthcare leaders in the US.
Their invite-only network gives its members access to exclusive peer-to-peer networking opportunities, from in-person think tanks to their online Connex Community forum, enabling them to share their experiences with and learn from fellow senior leaders in their industries.
Connex also provides a white-glove concierge service, meeting with its members to discuss the challenges they’re facing and then actively sourcing solution partners that can help them to overcome them.
The challenge
Connex was preparing to launch a new paid membership programme for Chief Human Resources Officers (CHROs), building on the success of its existing ‘free’ relationships with HR executives.
In order to nurture free members to the paid package, Connex needed to evolve its brand from its history as an events organiser and referrals service into an exclusive consultancy for the C-suite.
At the same time, they also needed to attract more free members and solution partners, as free members feed the sales funnel and solution partners fund the network. They reached out to Cognition for support in pivoting their marketing strategy in order to achieve these objectives.
The solution
Cognition created a new value proposition messaging framework for Connex, providing them with consistent and compelling messages for both their member and partner audiences. We proposed a new strapline and new content pillars that were informed by stakeholder interviews and could be used to inform all communications.
We also conceptualised two quarterly magazines aimed at healthcare and HR leaders respectively. These magazines provide Connex’s members with exclusive, C-suite-ready content that they truly value, and by gating the magazines for non-members, we also enabled Connex to collect new leads that could be nurtured towards the paid package.
Another core focus was Connex’s website, which we restructured, redesigned and rebuilt to clearly communicate their proposition, provide a hub of useful resources for members and generate new leads. A number of UX changes, such as building an initial gateway page to direct members and partners to the most relevant areas of the site, have significantly improved the flow of the website.
"When we came to Cognition we needed a marketing strategy. We live and breath positioning but we needed someone from the outside to ask the right questions to us. That's what they did."
Benjamin Collins, Managing Partner, Connex Partners
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