Google: Vertical Industry Content

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Google is one of the world’s leading technology companies. With a mission to organize the world’s information and make it universally accessible and useful, Google has a variety of Internet-related businesses, ranging from search/online advertising to cloud services, mobile operating systems, and hardware. Google Workspace (formerly G Suite/Google Apps) is a set of cloud computing, productivity, and collaboration tools designed to improve business productivity that includes Gmail, Meet, Calendar, Chat, Drive, Docs, Sheets, Slides, Forms, and Sites. 

While Google Workspace had garnered traction in businesses of all sizes, with recent changes to the Google Workspace product marketing leadership, Google was placing greater emphasis on marketing to enterprise prospects and required new and upgraded enterprise-level tools and materials to support its sales organization. In particular, it was looking for a broad swathe of vertical-specific content for five separate industries: retail, healthcare, manufacturing, media and entertainment, and financial services. 

Callan Consulting started by performing a discovery phase, consisting of interviewing 8–10 internal Google subject matter experts for each of the prioritized five verticals. These interviews were designed to gather vertical-specific information around points of pain, Google Workspace benefits, proof points, and other messaging points specific to each vertical. Based on this input, Callan Consulting created a suite of content including:

·  Messaging platform, including target audiences and titles, industry landscape and pain points, opportunity description, Google Workspace value proposition, messaging pillars and proof points, and supporting customer quotes and case studies

·  Master sales pitch deck, including personas, background/points of pain, Google Workspace value proposition, customer success stories, and proof points

·  Thought leadership white paper/blog entry describing Google Workspace’s understanding of the industry segment and how Google Workspace can help solve its problems

·  Updated web copy and content to replace previous industry pages which were currently outdated

·  Sales demo flow tailored to each industry that would be used at industry events 

The Google Workspace marketing team was very pleased with the results, crediting the materials with bringing significantly greater vertical focus and enablement to the Google sales organization. In fact, the initial project covered the first two verticals (retail and healthcare) and based on the quality of the results, the Google Workspace team engaged Callan Consulting to create content for the additional three verticals.