Image by Bartosz Kwitkowski - IoT Scaleup

Transforming Go-to-Market Strategy

Facing a shift in company culture and market perception

A well-established European IoT scale-up, known for crafting tailored solutions in response to client challenges, sought to launch an out-of-the-shelf IoT product. This marked a significant shift—from reactive problem-solving to proactively competing in a highly technical market. The company redefined its culture, approach to brand building, market-entry, and client engagement.

for an IoT Scaleup Company:

30%

Increase in interest from non-technical leads after shift in strategy

Successful internal cultural shift and team alignment

28%

Increase in sales due to change in sales approach and techniques

Client Background:

The client, a Dutch IoT company, had earned recognition across European markets for creating bespoke solutions tailored to client needs. Their expertise in hardware and software integrations made them a trusted partner for businesses solving unique IoT challenges, primarily catering to technical audiences.

The Challenge:

Launching a standardized IoT product introduced a new set of challenges for the company:

Competing in a Saturated Market: Entering a competitive space with well-established players.
Attracting Non-Technical Clients: Making a highly technical product accessible and appealing to customers outside of technical fields, such as business managers or operational leads.
Building a New Brand Identity: Creating a distinct sub-brand to support the product launch and differentiate it in the market.
Shifting Internal Culture: Encouraging a team accustomed to custom solutions to embrace proactive sales techniques and a product-first mindset.

The Solution:

A comprehensive strategy was developed to address these challenges, focusing on both external positioning and internal alignment. Key actions included:

Simplifying Complex Messaging: Created a value-focused narrative to make the IoT product’s benefits clear and relatable to non-technical audiences, avoiding technical jargon while emphasizing practical outcomes.
Competitor Analysis and Differentiation: Identified unique selling points to distinguish the product in a crowded market, focusing on usability and readiness for deployment.
Brand Development: Designed a sub-brand with approachable visuals, messaging, and positioning to appeal to both technical and non-technical decision-makers.
Sales Training: Equipped the sales team with tools to effectively communicate the product’s value to a broader audience, including non-technical clients.
Targeted Marketing Campaigns: Developed campaigns tailored to different buyer personas, emphasizing how the product could solve real-world problems without requiring in-depth IoT expertise.
Built an internal communication system aimed at keeping every team member involved with the cultural and structural changes.

The Implementation:

The strategy was rolled out in several phases:

Internal Workshops: Brought the team together to align on the shift in strategy and build confidence in selling a standardized product to diverse audiences.
Persona Development: Created detailed profiles of technical and non-technical clients to guide sales and marketing efforts.
Brand Launch: Developed and launched a new sub-brand with a focus on accessibility and trust, ensuring appeal to the target market.
Proactive Sales Enablement: Trained the sales team on consultative techniques to engage non-technical clients and address their concerns.

The Result:

The initiative led to impactful outcomes:

Market Entry: Successfully introduced the new IoT product, attracting both technical and non-technical clients.
Broadened Customer Base: A 30% increase in interest from non-technical leads, demonstrating the effectiveness of simplified messaging and targeted outreach.
Brand Awareness: The sub-brand achieved strong initial visibility, resonating with diverse buyer personas.
Team Adaptability: Regardless of initial resistance, the internal team transitioned successfully to a proactive sales model, expanding the company's reach in a competitive market.

Key Takeaways:

This case highlights the importance of balancing internal strategy with external accessibility. By simplifying messaging and focusing on customer-centric strategies, businesses can successfully attract non-technical clients while maintaining credibility with technical audiences. The result is a more inclusive approach that broadens market reach and drives sustainable growth.

Conclusion:

Breaking into a new market or attracting a wider audience is challenging, but with the right strategy, it’s achievable. Let’s work together to craft a plan that opens doors to new opportunities and helps your business thrive. Get in touch to learn more.