Market research case study
Designing competitive, customer-first positioning using direct research
The problem
How do you stay competitive in a rapidly changing market?
A large software provider planned to shift its entire product portfolio to an as-a-service model by the next year. With competitors already ahead, the company needed to refresh its positioning and messaging to better connect with buyers. Sales teams were unprepared to sell the new offerings, and there was uncertainty about how to present them effectively. The company had to move from a product-focused pitch to one that highlighted customer experience and value.
The objective
Strengthen internal alignment, elevate market impact
To implement a successful SaaS strategy, Sales and Marketing needed broad organizational support for the shift to as-a-service selling. This required clear, evidence-based messaging that explained the change internally and highlighted the superior value for buyers. By updating the positioning with compelling, customer-focused messaging, they could better showcase their unique advantages over competitors.
The solution
Research-backed messaging that differentiates
Step 1: Primary buyer research
First, we conducted primary research to collect insights on buyer priorities and challenges to streamline workflows, use cases, value propositions that resonate best, along with their gaps and unmet needs. Executed a quantitative survey and qualitative interviews with buyers (across three use cases) to collect insights.
Step 2: Messaging and positioning architecture development
Combined research findings with the company’s vision to create use case agnostic Messaging and Positioning Architecture (MPA) and use case specific / persona specific MPAs. With this, MarketBridge also conducted in-depth competitive research to understand how major and emerging competitors are positioning their XaaS solutions to industries and key personas.
Step 3: Persona development
Used research findings to iterate use case(s) for agnostic MPA and MPAs by role; Executive, Manager, and Individual Contributor for a total of 12 personas. In addition, current messaging and positioning across competitive provider properties were summarized to then spotlight variations in personas and messages.
Business impact
Clearer positioning, greater competitive edge
Identified biggest solution gaps and weaknesses
Triggered pivots to messaging
Supplied with comparative marketing messaging, umbrella messages, and supporting points, the marketing team could rapidly change language across their online and offline properties. In addition, they could now ensure a consistent voice for their brand
Informed strongest value drivers by use case & role
Armed both direct and channel partner sellers with succinct positioning statements, differentiators, and proof points. This all informed the optimal sales scripting needed during the evaluation phase of the buying journey.