CASE STUDY

Network Monitoring Company Differentiates in a Crowded Market with Competitive Intel

ABOUT

An emerging network monitoring company.

 
 

GOALS

  • Optimize website messaging, aesthetics, & call to actions
  • Boost organic search rankings
  • Improve website conversions
  • Identify & implement differentiated messaging

A top network monitoring company headquartered in San Francisco and trusted by Fortune 500, leading SaaS, and some of the world’s fastest-growing companies.

I really love how easy it was to find the low hanging fruit.  We found a huge opportunity to differentiate and address a totally underserved buyer journey.”

~ Digital Marketing Manager

WHY KOMPYTE

The vast majority of IT management tools today are overly difficult to use, expensive, and don’t address the realities of today’s real-world IT challenges. With this challenge in mind, it’s also a crowded $1.9 Billion-dollar market with seemingly little differentiation. Every company touting powerful, easy-to-use and affordable products to help you manage applications, workflows, and reporting.

In a noisy market differentiation in product and messaging is essential to attract the right buyers at the right time. This emerging network monitoring company struggled to create simple, consistent and impactful messaging across their web presence and internally with their marketing and sales teams. Using Kompyte has enabled its product marketing team to take ownership of the messaging and differentiate themselves in a crowded market place.

BENEFITS OF USING KOMPYTE

Optimizing messaging & positioning

 While understanding threats and taking quick action is part of the DevOps and IT world, it’s also a critical function for Marketing and sales. With Kompyte, time spent researching and analyzing shifted to executing messaging tests to determine the optimal value statements that resonate with each segment of their target buyers. As they started incorporating Kompyte automated insights into their weekly A/B testing of home pages and landing pages they saw an immediate impact to user time on site and page depth. Once a variation was proven effective, their content and video team worked to develop new more in-depth content on that subject matter.

Additionally, through refined messaging and aesthetics this network monitoring providers was better able to communicate their unique value over their competitors. By identifying patterns and trends in messaging and video, and 3 months of rapid experimentation leveraging their competitors knowledge, they saw a 15% improvement in their homepage conversion rate.  

 

“Kompyte gives us the type of competitive intel when we need it. In under 3 months, we were able to test messaging and design changes on our site quickly and improve conversion rates.”

~ Digital Marketing Manager

 

Enhanced growth marketing strategies

Those same value statements and messaging patterns identified to improve onsite conversion also had an unintended impact on growth marketing strategies. These ended up being high search volume, low competition terms they normally would not have been paying attention to. Through a mix of paid and organic search, this emerging vendor now dominates search results for core topics their target buyers are researching online.

Instead of manually sorting through hundreds of possible short and long-tail keywords, the team was able to think creatively about how the messaging was pulled through the customer experience. There was a mind shift from trying to keep up with the Jones’s and leading the pack through written, interactive, or video content. 

Improved communication with sales

Kompyte’s sharing capabilities was a key differentiator when evaluating competitive intelligence tools. The sales enablement hub allowed them to share insights from the A/B tests and SEO wins directly via their MS Team CI channel. That way the sales team had what they needed and were directed to the most up-to-date and relevant updates.

While the messaging was being tested through the web, the product marketing team felt confident that both the messaging and positioning needed to be shared in real-time with the sales teams. Rather than getting stuck in a cycle of analysis paralysis, product marketing updated all sales assets including battle cards, sales guides, and positioning & differentiator documents. As an added bonus, the team was able to reduce employee on-boarding time for new sales members across a range of professional experience.

 

“Since implementing Kompyte, we have seen the sales team quickly adopt the chrome extension and battle cards. The sales teams never question if the information is up-to-date and our product marketing team has more confidence that the sales team is sharing accurate information in customer calls.”

~ Digital Marketing Manager

 

WORKING WITH KOMPYTE

We believe our customer-centric approach is core to our differentiation and value to the market. Everything we do and every product we create is for our customers. Unlike alternative solutions that lack flexibility in products and services, we work with companies of all shapes, sizes, and industries to ensure they’re reaching their competitive intelligence goals. If it’s time to enhance your competitive intelligence program, find or maintain your competitive advantage, sign up for a personalized demonstration today.

“We need to understand where we stand in our industry and what we can do to differentiate ourselves. Kompyte allows us to not only know where we stand but how we can gain a competitive advantage.”

~Sr Manager, Global Product Marketing

 

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