"Cromulent’s work accelerated our own team’s efforts and dramatically shortened the time it took to get great messaging prepared for new segments and markets. Shortly after their work on messaging and website copy, inbound leads to our website increased by triple-digit percentages."

Jason Moore—Founder and CEO

About RouteThis:

RouteThis increases customer satisfaction and decreases support costs for ISPs and smart home brands through optimized agent workflows and self-help—powered by mobile-based diagnostics that work in every home.

www.routethis.com

Project Origin:

Investing in Efficient Engagements

With a proven track record of delivering results for smart home brands, small- and mid-market ISPs, and innovative large ISPs, RouteThis has successfully shown that they can improve the customer support experience for everyone.

As more of the world’s leading ISPs showed interest, RouteThis’ leaders understood that their engagement model needed to evolve to accommodate the growing number of more complex buying cycles—involving many more people, across multiple departments, asking much more detailed functional and non-functional questions, and spread out over a significantly longer time—that must be navigated when selling to large organizations.

In particular, RouteThis wanted to update their website, messaging, and content to drive new leads, to tell a more comprehensive solution story, to provide more self-service information, and to introduce new content resources.

James De Rosa, the newly hired VP of Sales, suggested RouteThis speak with us—James had worked with our founder previously and knew that we have a well-developed understanding of the ISP market.

RouteThis wanted to update their website, messaging, and content to drive new leads, to tell a more comprehensive solution story, to provide more self-service information, and to introduce new content resources

Project Execution:

What started as a straightforward Messaging Guide project quickly grew in scope.

The messaging—even as it was still evolving—was used as a foundation for a complete website redesign (by another agency), which in turn extended into a branding/stylistic refresh.

In parallel, RouteThis’ solution capabilities continued to rapidly grow, extending their value proposition significantly. We realized that the foundational positioning needed to expand to better represent the larger, more compelling value proposition RouteThis really offered.

We also helped incorporate the messaging into new sales and marketing presentations, suggested how best to visually and diagrammatically represent things like the solution architecture and the evolution of market needs, and consulted on website content.

With the Messaging Guide as a foundational resource, RouteThis and their website agency were able to get the slick, informative new site built and launched.

A few weeks later, RouteThis reached out again—they needed an infosheet (pictured above) to quickly convey their value proposition and provide a solution overview, and we were happy to oblige.