Laurel Leaf x AmpliStory

How customer research clarified messaging for Laurel Leaf's B2B client

Laurel Leaf x AmpliStory

Overview

B2B content agency Laurel Leaf was tasked with creating the core messaging and new web copy to fuel their client's next phase of growth.

To ensure this was built on real customer insight, agency founder, Defne, brought me in to lead the foundational research. My work produced the strategic outputs they needed—a comprehensive messaging map, a revised persona, and the complete buyer's journey—which gave the team the clarity to deliver their work with confidence.

Client overview

Laurel Leaf helps B2B SaaS and AI start-ups clarify their messaging and create content that drives demand, supports sales, and builds their brand.

The brief

Laurel Leaf's client was a successful, growing business, but their messaging was holding them back. The story they told no longer reflected their evolved business, and as they planned for their next phase of growth—which included a new website and refreshed messaging—this disconnect became a critical problem.

The core obstacle was a lack of focus and consistency. Without a single source of truth for their brand, their narrative had become fragmented, which made it difficult to move forward with confidence.

This created several key challenges that stood in the way of a successful rebrand and a stronger sales and marketing motion:
  • A fragmented brand story: Without a central messaging document, the company's narrative had become inconsistent across different platforms and materials.
  • A lack of clarity on their core buyer: Their marketing efforts were stretched across multiple personas, and they needed to validate exactly who their ideal customer was.
  • An unclear buyer's journey: The team didn't have a deep understanding of the trigger points, thoughts, and feelings that led a customer to purchase.
  • A post-purchase blind spot: The customer's experience after the sale, including their process for rolling out the training, was a complete unknown.

The solution

For a new messaging strategy to succeed, both Laurel Leaf and their client needed an approach built on a foundation of objective, evidence-based insight, not internal assumptions.

My role was to deliver exactly that. I began with an internal data audit before moving to in-depth customer interviews to gather the objective evidence needed. These rich sources were translated into a complete messaging and positioning framework, a detailed buyer’s journey, and a revised persona.

The process

As the research lead, I managed the entire research process, working closely with both Laurel Leaf and their client to make sure we were aligned every step of the way.

1. Discovery and analysis

I started by reviewing all the client's existing materials to understand their business, brand, and current messaging.


2. Collaborative workshop

I ran a workshop with the client to review my initial findings, decide which brand elements to keep, and identify the knowledge gaps we could fill with customer interviews. This session directly informed the final research plan.

3. International customer interviews

I planned and conducted 12 interviews with customers across a range of companies, roles, and timezones, focusing on uncovering honest, detailed insights.

4. Analysis and theme development

I used Dovetail to analyse the interview transcripts, tagging key themes and pulling out core insights. These findings were shared with both Laurel Leaf and the client as the work progressed.

5. Messaging framework development

The research culminated in a comprehensive messaging and positioning framework. This foundational document detailed the persona, buyer's journey, brand positioning, and strategic narrative.

6. Final workshop and handover

I presented the key learnings and the new framework in a two-hour workshop. After a final round of feedback and iterations, the strategy was signed off.

The results

The primary result of the research was clarity and confidence for everyone involved. For the end-client, it provided a new, deeper understanding of their customers and the confidence that their investment was built on a solid strategy. For Laurel Leaf, it provided a clear, evidence-based mandate to move forward with the creative work.

  • Delivering a single source of truth: Laurel Leaf and the client now have a central reference for all marketing and sales efforts, ensuring a consistent and compelling story across their new website and beyond.
  • From six personas to one sharp focus: We narrowed the focus from six personas down to one, clearly defined ideal customer. This allows their marketing to be far more targeted and effective.
  • Mapping the complete customer journey: For the first time, the client could see a clear, evidence-based map of their entire customer journey, including the crucial post-purchase phase.
  • Data-driven roadmap prioritisation: The customer insights helped validate some of the team's existing plans and also helped them prioritise new features for their product roadmap.
  • A clear path to growth: By simplifying their story and providing a deep understanding of their customer, this work has given the company the foundation they need to grow.

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Before working with Grace, we knew the importance of conducting thorough customer research, we just didn't have the internal experience or knowledge to do so.

When a client came to us asking for support in this area, Grace was the exact person we were looking for: Someone well-versed in the nuances of research, who brings professionalism, a keen eye for detail, and great communication skills to the project.

I'd 100% work with her again and if you're looking for support with customer research or marketing strategy, I suggest you do too!

Defne Gencler, Founder and Managing Director, Laurel Leaf



Defne Gencler, Founder and Managing Director, Laurel Leaf

 

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