Software company grows its brand awareness in competitive market

A software company wanted a clear marketing strategy to improve its brand equity in a competitive market

The Challenge

Ambitious growth targets in a competitive market

The software company had ambitious growth targets in an emerging market category. However, it was struggling to stand out against a diverse array of competitors. It needed a clear grasp of the needs of its customers and how to increase sales. In such a niche market, it was hard to reach the right experts to ask about their purchasing decisions. The software company needed a B2B market research agency experienced in IT market research to conduct a brand awareness assessment.    

Our Approach

Quantitative study to benchmark brand equity

Werk Insight, a B2B market research company, designed a quantitative research study to benchmark the software company’s brand equity in the market.

We interviewed 300 developers across software development, engineering, product management, and executive leadership. To be useful, they needed to have the specific responsibility for purchasing the software company’s product. We custom-recruited and validated the identity of all the survey respondents to make sure they fit the criteria.

We asked the IT decision makers about their awareness of the software company and its competitor brands. We also found out what they find most important when making purchasing decisions, and how each of the brands ranked against these value drivers.

The Insight

Where to invest in marketing to increase awareness

The research identified where the software company needed to focus its marketing resources to build on its brand equity. We provided key insights on what benefits most resonated with decision makers. We also highlighted key opportunities to differentiate the brand through market-drivers analysis and brand mapping. The insights were used to inform marketing spend and a brand refresh.