Abstract
TrueReach.ai was founded in Bengaluru in October 2022 by Amit Kumar Tyagi, Shubham Talshyan and Mohit Behl with the goal of transforming ad creation using an AI-powered tool that generated image ads quickly and affordably. Despite its potential, the company struggled to connect with mid-sized marketing agencies, e-commerce startups and SMEs who were unsure about using AI solutions. Additionally, competition from other AI tools made it harder for TrueReach.ai to establish its place in the market. To ensure success and growth, TrueReach.ai needed to improve its targeting of customers, develop clear customer personas, map the customer journey and create effective strategies for converting prospects on digital platforms.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | MAR0551 |
| Title | TrueReach.ai: Managing Digital Personas and Journey in the B2B Context |
| Pages | 17 |
| Published on | Feb 26, 2025 |
| Year of Event | 2022-2023 |
| Authors | Sharma, Rajat; |
| Area | Marketing (MAR) |
| Discipline | Marketing |
| Learning Objective | This case is designed for use in executive education programmes, MBA and undergraduate courses focused on digital marketing, marketing strategy, and AI and marketing courses. Moreover, it can also be used in core marketing courses to discuss digital customer persona development and customer journey mapping. After reading and discussing the case, students should be able to ● analyse and articulate the unique selling points and competitive advantages that an AI product or service offers in its industry ● develop detailed customer personas, including demographic and psychographic characteristics, to identify target market segments for an AI-based product ● map out the key micro-moments that influence customer decisions and outline the typical customer journey for a target audience ● propose and evaluate effective digital marketing strategies to capture and capitalise on key micro-moments in the customer journey ● determine whether to position a product or service as a cost-reduction or value-enhancement tool, providing a rationale based on market analysis and customer needs ● assess the impact of emerging tools and technologies on market position and develop strategies to address and mitigate competitive challenges |
| Keywords | Customer Persona; Moments of Truth; Customer Journey Mapping; B2B; Digital Marketing Strategy |
| Country | India |
| State | Karnataka |
| City | Bengaluru |
| Organization | TrueReach.ai |
| Access | For All |
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