The Go-To-Market Strategy That Won Over Keystone’s Customers
Selling Change
Selling Change
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Confidentiality Notice: To protect confidentiality, we’re calling this company Keystone Capital Partners. While the figures below are representative rather than exact, they closely reflect the real-world impact of our strategy.
For 12 years, Keystone Capital Partners’ clients had relied on Wealth Vault, a financial management platform that had become second nature. When the firm introduced Wealth Growth—an advanced, more efficient system designed to drive revenue—the challenge wasn’t just introducing a product. It was shifting a mindset. Would long-time users embrace the upgrade, or would they see it as an unwelcome disruption?
The numbers made the case. Wealth Growth promised to save advisors time, increase revenue, and enhance client relationships. But better technology alone doesn’t guarantee adoption.
A product announcement wouldn’t be enough. Keystone needed a strategy—not just to introduce the platform, but to win buy-in from advisors who had built their businesses around its predecessor.
The answer: Treat the rollout as a customer acquisition campaign, except this time, the audience was an already loyal but skeptical user base.
A Deliberate Playbook
“We knew we couldn’t just send out an email and hope for the best,” one senior strategist at Keystone said. “This had to feel like an opportunity, not an inconvenience.”
The firm launched a multi-layered engagement strategy built around four key elements:
Consistent, well-timed messaging
Emails and newsletters were paced carefully to inform rather than overwhelm.
Real-time conversations
Webinars and town halls gave advisors a platform to ask questions and voice concerns.
A centralized resource hub
FAQs, video walkthroughs, and step-by-step guides eased the learning curve.
Internal sales enablement
Marketing equipped its own teams with the tools to position Wealth Growth as a strategic advantage, not just an upgrade.
After 12 years with this product, I’ve never witnessed this level of interest. The credit goes to our marketing strategy.
— Key Stakeholder
The results were decisive. Engagement on Keystone’s internal portal surged 19x. Conversions nearly doubled. Total new revenue rose 28%, a $10 million boost.*
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Platform sessions jumped 175%, signaling rising interest.*
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Conversions nearly doubled*
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Webinar attendance increased 42%, showing not just sign-ups but active participation.*
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Engagement with Wealth Growth content was 170% higher than any previous initiative.*
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Total new revenue rose 28%, from $28 million to $38 million per month.*
Perhaps the most telling metric: A three-month rolling conversion average of $42 million—the highest in two years.
Product launches don’t flop because the product is bad—they flop because the rollout misses the mark. We learned that the key to success was locking in the right positioning, messaging, execution, and optimization so it all clicks. Here's what that means.
A positioning strategy that lands isn’t just about being different—it’s about being undeniable. It’s the difference between a brand that blends in and one that people immediately recognize as essential.
Messaging that sticks goes beyond words on a page. It resonates. It’s not just heard; it’s remembered, repeated, and acted upon.
Execution that flows ensures that every touchpoint, from the first impression to the final conversion, reinforces the story. A disconnected brand experience is a forgettable one.
And then there’s optimization—the piece that too many overlook. The ability to adapt, refine, and sharpen the message in real-time is what keeps brands relevant. In a world where attention is fleeting, the brands that endure are the ones that never stop evolving.
That’s what we built here. And that’s what we can build for you. If your next launch needs real adoption, let’s make it happen.