Messaging & Positioning
Keen, the company that offers APIs for embedding, analyzing, and streaming rich data, had a successful Series B round of fundraising, then wanted to fast track their marketing investment and accelerate their sales, so they brought in Ursula Ayrout as their acting CMO. Keen had done an exceptional job of advocating and marketing to developers and Chief Technology Officers, but needed help appealing to their other key audiences: Product Managers, General Managers, and heads of business units.
We performed a sales and marketing pipeline audit to understand which part of the marketing funnel they needed help with the most. One area for immediate opportunity was the need to create content assets for the enterprise buyer to help drive awareness and engagement.
To develop Keen’s messaging manifesto and create content successfully, we went through a company and product positioning exercise, where the leadership team came together to identify value proposition, value drivers, and key messages. Once the company manifesto was established, we translated the key messages to a new website that included fresh product and solution messaging to target the different buyers.
With the new manifesto and personas clearly defined, plus the ideal customer profile solidified, and a new website, Keen needed an integrated marketing campaign to drive awareness, developer adoption, and pipeline growth. The campaign took their positioning to market among their target audiences for a greater understanding of the company.
We created for Keen the website, plus a new whitepaper on building versus buying, and we created an executive event–a luncheon targeting CTOs.