The Client:
DeviceAnywhere
(now a division of
Keynote Systems), a service provider to the
mobile application developers market.
The Situation:
DeviceAnywhere needed to communicate their
value proposition and features online and at
events in order to move prospects more
quickly toward a "buy" decision.
Silicon Strategies Role:
Conduct communication reviews,
supply strategy advice, create and deliver content.
Initial Observations:
DeviceAnywhere created a highly useful but
very complex set of services for an
explosive market. Though they had good
organic traction, they discovered weaknesses in
intimately communicating their top-line value
propositions to prospects.
- There was no method to walk
prospects online through the value they would
receive from DeviceAnywhere.
- Their staff was "burning out" with
endless remote demonstrations.
- At major trade events there was no
succinct, focused guided tour of the
product that clearly communicated value.
Identifying value: Though
DeviceAnywhere had ample success – due to a
very well designed product in a high-growth
market – their value propositions and how
they positioned their services were not well
communicated. Based on a referral from
another Silicon Strategies Marketing client,
DeviceAnywhere contacted us and we began
work:
- We documented the pain points of
DeviceAnywhere target customers.
- We mapped these pain points to
DeviceAnywhere values.
- We developed new ways to clearly
communicate these value
points.
- We identified "buy decision" influencers
to whom values catered.
- We created scripts for events and
online presentations with
an emphasis on getting DeviceAnywhere value
propositions stated early and clearly.
From these seeds, two main deliverables
were created:
- Event stage presentations and live
demos that succinctly communicated
DeviceAnywhere values to target buyers
- An expanded version of the live (and
field-tested) event presentation
reconfigured as an online demo
The Results: The results were very
positive:
- Initial event audience reaction was
strong, generating significant "walk-in" rates
of qualified leads
(audience members approaching
DeviceAnywhere staff with more questions
after the demo).
- Conversion rates for trial demos of
their products were higher from the online videos
than previous processes.
The Lesson:
- The marketing behind even a
successful product can be improved.
- Focus on the pain experienced by
targeted
buyer genotypes. This is
where you have the greatest interest and
traction.
- Repurpose raw materials where
possible. Massaging the event
presentation and demo for online use was
fast and cheap, and it allowed sales engineers
to quit doing one-on-one demos, saving them
for more important sales-closing
activities.
Contact Silicon
Strategies Marketing for a telephone
consultation on how to sharpen your
marketing focus.
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