JBarrows Sales Training
Sales training for the world’s leading tech companies
Overview
John Barrows is a world-class sales trainer. He’s worked with teams at some of the most recognizable software companies of the last decade, including Google, Salesforce, Box, and LinkedIn. In 2014, John was looking to grow his business in a rapidly changing industry. His vision would require a modern brand and a new growth-centered marketing strategy. Our team set out to transform the JBarrows brand and position the company as a leading digital resource for sales reps and growing companies around the world.
Role
As Creative Director and Lead Designer for this project, I worked with John Barrows (Founder) and Chris Merrill (CRO) to manage a small agile team of administrators and developers, taking the project from discovery to launch.
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Goals
During the discovery phase we established a focused set of priorities:
Define John’s personal brand and accelerate his thought leadership
Build a content engine that offers consistent value to John’s core audience
Organize all services and assets into a simpler information hierarchy
Establish a design system that enforces consistent communication
Meet predefined business objectives including revenue milestones
Research
We began our process through user research and competitive analysis. We gathered key insights about John’s target audience (sales reps at growing companies) and went beyond basic demographics to develop detailed personas. We then analyzed the competitive landscape to understand how John’s solutions compared with his top competitors. These exercises informed our decision making as we embarked on the initial design & content work.
Prototype
Building on our research, we went through an extensive ideation process that began with user flows and wireframes. These cycles led to a set of carefully crafted high-fidelity prototypes that we presented to stakeholders (including actual users) and continued to iterate on. Here is an example of the type of detailed design presentation I walked the team through. You can see the scope of this process in the video below, which flips through the many prototype iterations we went through.
Final Deliverables
Website (WordPress)
Landing Page Templates
Email Marketing Templates
HubSpot Integration
Results
The year after our launch proved to be one of the most productive for JBarrows as a company. There were immediate increases in all major marketing KPIs (traffic, conversions, social reach), which lead to an increase in revenue and a set of entirely new business opportunities. Our year-long marketing sprint provided the foundation needed to invest in additional products and partnerships to meet an aggressive growth agenda at JBarrows.
