case study: brand positioning for itsm software company in a new market
TRANSCRIPT
CASE STUDY
modernb2b.co
BRAND POSITIONING FOR ITSM SOFTWARE COMPANY IN A NEW MARKET
CASE STUDY
modernb2b.co
CASE STUDY
modernb2b.co
CLIENT OVERVIEW
COUNTRY: UK & US
INDUSTRY: IT
SECTOR: Service Management
CLIENT PROFILE: Established 10 years, Vivantio were the first to market in the UK with a purpose built web-based (SaaS) ITSM product.
Well known with good market share of the mid-market
in the UK.
Clients include Porsche, Marks and Spencer, Toshiba, RAC, NHS as well as many SMEs.
The work Modern have done has been invaluable.
They’ve created a robust brand proposition and a really
clear creative vision that resonates with our audience.
What’s more, it’s backed up with solid research that we
know we can trust.
BUSINESS SITUATION
Vivantio are an award-winning service desk software company and an established player for mid-market ITSM products. Historically, Vivantio have only had one product serving the mid-market, but in early 2013, an enterprise version was created that would allow them to extend their reach into the lucrative enterprise market. In addition, they developed a customer service focused product, network discovery product and partnered with Metricus to deliver Metricus for Vivantio – a high powered IT performance management module that integrates with Vivantio’s product range and can also be used alongside competitors.
CASE STUDY
modernb2b.co
RESULT: CLEAR BRAND PROPOSITION DEFINED TO TAKE GROWTH FORWARD
BRAND POSITIONING: NEW MARKET, NEW PRODUCT
Modern developed a brand positioning strategy for Vivantio, an IT service management software provider. Vivantio saw their growth coming from the extension of their product range and a move into the US market. The project included in-depth interviews and extensive market and competitor analysis in order to develop a clear brand positioning to support their future growth.
MARKET GROWTH FOCUSED FIRMLY ON THE US
For Vivantio, it was challenging times as they had traditionally marketed themselves on the success of a single product. This, coupled with the fact that they had their sights (and future growth) set on the US market, meant that they needed to make a major shift from the reliance on one product being the ‘brand’, to creating a strong, differentiated brand with a product suite.
IN-DEPTH INTERVIEWS WITH EXISTING US CUSTOMERS
DEEP DIVE ANALYSIS OF US MARKET
2
MARKET GAP ANALYSIS
3
PROPOSITION & MESSAGING DEVELOPMENT
4
RESULTS & DEBRIEF
5
DISCOVERY & IMPLEMENTATION PROCESS
1
CASE STUDY
modernb2b.co
KEY HIGHLIGHTS
From the exercise, it was identified that there was a huge opportunity to capitalise on ‘customer service’. In all interviews, the customer service attribute came through strongly at all stages in the customer journey. This, coupled with the fact ‘excellent customer service’ is one of Vivantio’s core values and their competitors were not focusing on this in their communications, presented a huge opportunity within the market.
To really hammer this home, the creative produced for sales enablement and web communications focused on customer satisfaction, loyalty and retention rates. It was chosen to focus on statistics and hard facts, as the research identified that the customer base (IT directors and managers) simply didn’t relate to conceptual ideas or abstract statements.
Modern uncovered that our customers were far more
receptive to facts and real truths. Therefore, the focus was
on bold statements supported with clear numbers and
stats to provide a strong, evidenced-based creative route.
CASE STUDY
modernb2b.co
TALK TO US TODAY
ModernBristol and Bath Science ParkDirac CrescentEmerson’s GreenBristol BS16 7FR
Phone: 0117 332 6700Email: [email protected] Twitter: @modernb2b
ABOUT MODERN
Modern is an award-winning specialist technology B2B marketing agency offering integrated digital campaigns to drive growth.
We focus on lead generation and customer engagement through search, social, PR and content, underpinned with strategic thinking and solid metrics.
We’re honest, straightforward and clear thinkers. We won’t baffle you with jargon and we won’t lead you down the garden path.
We’re chosen by our clients for our grounded insight and our ability to influence business performance.
We start with your buyers and define a strategy that works with their behaviour, motivations and concerns, and the channels they engage with.
We forecast marketing performance, setting out how the results will take shape over time. We set KPIs and ensure that every media channel we recommend delivers against your expectations.
Rigorous processes and regular, easy to understand reports with expert insights come as standard, so you know exactly what works and what doesn’t, and more importantly how it’s affecting the bottom line.