AXIS GROUP is a data and analytics consulting firm with over 25 years of experience designing and delivering enterprise data strategies and solutions for the largest corporations in the world. In the summer of 2021 they found themselves in a position that was as unique as it was challenging to them.
Comarketers helped us dig into the “Why” of our product so that we could clearly define the problem we were solving and who we were solving it for, which enabled us to discover the right messaging and strategy for ourselves rather than be pitched to.
Jerry DiMaso, SVP, Chief Product Officer
CHALLENGE: Breaking through the Technical Barrier
Translating Product Value to the Market
One of AXIS GROUP’s business lines focuses on ‘Analytics Enablement’; a profound methodology to help their customers embed and scale analytics across their enterprises. Over the years the implementation of this methodology was increasingly supported by a technology tool called HELIX. HELIX is self-built by passionate data and analytics professionals, for data and analytics professionals.
The tool evolved into a revolutionary platform bursting with countless features. As it developed it also raised the idea and opportunity to market and sell the technology platform as a standalone service.
But being an established data and analytics consulting firm they quickly asked themselves: how’s that done?
And moreover, being a team of product enthusiasts and developers having to connect with the market and break the ‘curse of knowledge’ they asked themselves: how’s that done?
They knocked at Comarketers’ door.
SOLUTION: Simplifying Complexity
Transforming HELIX Through Customer-Centric Strategy
Comarketers understood that HELIX would stand out only if its valuable but technically complex proposition was translated into a more palatable messaging. Comarketers’ foundation program – with its focus on customer modelling, strategy and product marketing was a perfect fit.
As with many customers of Comarketers, AXIS GROUP had tried and documented many things already. So also for HELIX, in search for the most powerful red threads and to distinguish the main from the side issues, Comarketers deep dived the obtained existing information.
The HELIX core team consisted of representatives of Product, Marketing and Design. Comarketers took the entire multidisciplinary team on a customer-centric journey through a series of remote interactive workshops and exercises.
The discovery of target markets, accounts and target buyers (and their subsequent stakeholders) resulted in a clear definition of each. This helped the team to focus and steered messaging towards what needs to be said, rather than saying everything there is to say. Messaging that centers around the problems HELIX solves for.
New insights were obtained via Early Customer Interviews. Narratives and materials were experimented and validated by means of Prospect Calls and Industry Expert Interviews.
Every step of the way, up to and including our product launch, Comarketers acted as trusted advisors, bringing their passion for product and growth marketing to every discussion as if our product was their product; it was a great experience.
Jerry DiMaso, SVP, Chief Product Officer
From Complex to Compelling
Transforming HELIX into Market-Ready Messaging
This tailored approach sharpened the HELIX value proposition and made it resonate with the target audience. The streamlined proposition got translated into messaging and various marketing collateral.
The messaging framework Comarketers developed focuses on key benefits and is structured in such a way that messages get more granular as you dig deeper. The framework allows to adapt messages across various materials whilst overall staying consistent. Last but not least, the essence of the value of HELIX and its ‘promise’ is captured in a tagline that intrigues.
Comarketers created a set of essential marketing collateral with which AXIS Group can now actively engage conversations with prospects:
- A concept video sets the mood instantly,
- A positioning deck guides any pitch, and
- details about HELIX can be found online via a dedicated website.
- To help target buyers take the message home, separate one-pagers convey the benefits of HELIX for each stakeholder (C-Suite as well as future users).
To capture all insights discovered during this project and to steer marketing efforts moving forward Comarketers created a Go-to-market Strategy with actionable and targeted recommendations.
OUTCOME: Measurable Success
Unified Messaging Delivers Tangible Business Results
Through being involved with and supported by the output of the Get Noticed project, the various teams at AXIS Group now speak with one customer-centric voice about HELIX. No longer do conversations start with its technological features, instead they center around how HELIX helps to solve the key challenges of its target audience.
This soon turned into external benefits including high success rates of opportunity calls and demos, contract extensions, and the acquisition of new clients.
