We have been working on our segmentation for the past 6 months or so, deciding that we’d no longer appeal to everyone but instead to 3 industries: law firms, medical practices, and home services. Historically, we’ve done the best for companies in those segments.
But each one of those segments is still huge and can be broken down much further. The problem was: our messaging was still too general.
We focused on law firm marketing for the first campaign. We’ve spun off a new website (arraylaw.com) and have marketing targeted to law firm clients.
After about 4-5 weeks, Erik started to lose patience and pushing extra hard which resulted in rising tensions, holes in the process, and extra work on those involved.