Home Our Clients Xyndata – Brand Positioning
Xyndata – Brand Positioning.
Beating out IoT bullies by aligning on customers with a highly relevant offering.
Where we started
Project Overview.
Years of experience working with major players in Internet of Things (IoT) and Computer Numerical Control (CNC) solutions helped xyndata know exactly what worked and what didn’t, what could be perfected and what should be changed in those fields.
The main issue sat with how these solutions were being delivered. In most cases, clients either deal with an overcharging big consulting agency, or get handed off to a junior team that lacks the skills to deliver on promises. In a lot of cases, it’s both.
Armed with this knowledge, xyndata played with the idea of packaging and delivering a more human-centric experience to the IoT and machine monitoring worlds.
Identifying & Brainstorming
The Problem.
With an extensive background in product (both their development and marketing), leaders at xyndata knew they already had a solid idea in the works.
But, they also identified shortcomings, both in terms of clarity and focus. They knew this was causing poor marketing performance and a lack of conversions.
This led xyndata to think about the many ways they could tackle their issues: hire sales people, hire marketing people, spend money on advertising, worry about SEO, etc.
Eventually, they realized they needed to go back to the core. They had to work on refining their business idea. They needed to align it with their ideal customers. And they needed to define clear ways of moving forward–internally, as a team, and externally, with clear messaging.
Without a better understanding of their target audience, a strong voice in their field, and a unique offering, they would never be able to enjoy more conversations with future buyers.
Their marketing and sales efforts would always suffer.
And they would never increase their market shares, let alone their revenue and margins.
The Steps we took
The Solution.
Step One
Sweet Spot
<p>We put their environment under the microscope, looking at their company, their market, and people in it. By analyzing each perspective and cross-referencing them, we were able to identify the best opportunity for xyndata to be credible and deliver a differentiated and highly valuable offering for their ideal customers.</p>
Step Two
Customer Research
<p>We dove deeper into their Total Addressable Market (TAM) and exactly who they should go after: blue-collar people who “do the real work” and need an all-around shop floor solution customized by a partner they can trust.</p>
Step Three
Uniqueness
<p>Our initial conversations about their sweet spot of opportunity gave us the needed direction. Our customer research allowed us to align the organization with what their ideal customers would value the most. Eventually, we refined their business idea and turned it into a unique and meaningful positioning.</p>
Step Four
Identity & Story
<p>In order to go to market with a distinctive yet authentic feel, we developed a brand identity and story for xyndata and their team. This resulted in visual and verbal guidelines for them to show up as their true self while appealing to their ideal customers on the marketplace.</p>
Step Five
Strategy and Tactical Plan
<p>As is our practice, after spending a substantial amount of time on research, data, and transcripts, we brought everything together and condensed it to a strategy that fits on one page. Coupled with a tactical plan, the one-page strategy helped reach ultimate clarity, focus, and directions on what steps to take next.</p>
What we Delivered
Project Deliverables.
Sweet spot of opportunity for growth<br />
Customer blueprint for market alignment<br />
Brand package with: identity, messaging, story<br />
One-page strategy for ultimate clarity, focus, and direction<br />
Tactical plan for faster execution and go-to-market
See The Difference
The Results.
More and Better Conversations With Buyers
<p>Leaders at xyndata saw an increase in the quality and frequency of conversations with future buyers as soon as we started working together.</p>
<p>By getting focus, clarity, and direction with our one-page strategy, the company is now experiencing an uptick in all major categories for growth:</p>
<p>Top funnel and pipeline activity<br />
Number of quality inbound leads<br />
Frequency of discovery and sales calls<br />
Speed and ease of sales conversations<br />
Conversions of prospects into buyers</p>