Streamlining Success with B2B Marketing Strategy | CUHealth
Let Me Tell You About Danny from CU Health
Danny is the CEO of CU Health, a company providing workplace health solutions. When he approached me, he was looking for a way to strengthen his sales and marketing strategy. He needed a seamless process to connect with HR and company executives, positioning CU Health as the go-to provider in its field. His ultimate goal? To secure investment and scale operations.
Challenge
The sales process at CU Health was clunky and unstructured. Executives found it difficult to understand the company’s value, making it harder to convert leads into clients. Danny himself was overwhelmed, feeling the weight of needing to lead his team while also securing critical partnerships and funding. Philosophically, Danny believed that accessing impactful workplace health solutions should be effortless, but CU Health’s disjointed approach wasn’t delivering on that vision.
Plan
I immediately empathised with Danny’s frustrations. I knew how challenging it can be to bridge the gap between a company’s vision and the reality of its execution. With my background in marketing strategy and B2B business coaching, I reassured him that this was solvable. Together, we could create a structured approach that would realign CU Health’s efforts and deliver the results he was looking for.
We started by designing detailed personas for CU Health’s two key audiences: CEOs and HR executives. These personas helped us understand their needs, preferences, and decision-making triggers, forming the foundation for a tailored sales strategy. Next, I developed a framework for connection calls—a step-by-step flow that ensured Danny and his team would leave a lasting impression while addressing their clients’ priorities.
To strengthen the process further, we optimised the communication channels CU Health was using and built a content strategy to ensure every executive walked away with actionable insights. Knowing that sales calls can often veer off track, I designed solutions to course-correct conversations and keep them focused on delivering value.
Danny and I agreed on one key principle: the process had to feel effortless for clients, yet remain professional and high-impact.
Once the strategy was in place, it was time for action. Danny implemented the tailored processes, trained his team, and launched the optimised sales approach. I also created a one-pager resource tailored for HR executives, providing a powerful follow-up tool that reinforced CU Health’s value proposition.
Results
CU Health closed multiple deals with large companies, thanks to improved conversations and a streamlined process. The clarity and strength of the company’s positioning helped secure $3M in seed funding, setting Danny and his team up for the next stage of growth.
By addressing inefficiencies and aligning his team’s efforts, Danny avoided losing potential clients and ensured CU Health could scale without delay.
When I look back at the beginning of Danny’s journey, I see a leader who was unsure how to navigate the complexities of his role and align his team with CU Health’s mission. Today, Danny is a confident CEO with a clear sales strategy, ready to take his company to new heights.
That’s the power of a well-crafted marketing and sales strategy.