Test and Learn: Branding and Positioning
Fo a SaaS NLP Company
The Client
This client is a SaaS company that offers an AI-powered content writing solution. Their NLP solution was mature and ready to scale, but they struggled to find the right use case to scale up faster. Instead, they dealt with long sales cycles and lots of pilots with big companies.
The Problem
Market Mis-alignment
The client faced problems with its positioning and branding as well as its go-to-market strategy. They were misaligned in their market. This resulted in potential prospects failing to see the value in their solution. The technology was considered a “cool” extra, but not a must-have piece of software.
As a result, the client was looking to move into a different market, where they could prove the ROI and solve real problems. This meant a change in branding, messaging and positioning.
The Solution
We implemented a test and learn approach to branding and positioning. The client was looking to open in the eCommerce market, but had no experience there. The test and learn approach helped us to understand the right messaging for the market, and reposition according to their new customers’ problems.
Based on this data and marketing analytics, we increased marketing efforts to help sustain growth and brand recognition. Buyers in the space needed to know who the client is, and why they are the solution that buyers are looking for.
The Results
We delivered a complete repositioning, including branding and messaging within the new eCommerce market. We also scaled the marketing efforts alongside this, in order to maintain brand awareness. Once positioned in the right market, we reduced the customer acquisition costs by 189%.
