Redefining cybersecurity for middle scale
Brand Positioning, Pitch Design, Content Strategy | MMOX
| Client
MMOX
| Project Length
1 Month
Situation
MMOX is an all-in-one cybersecurity solution for middle and big sized SME’s. Their approach to cybersecurity is vision-driven and aimed at the long-term safety of its clients. However, this benefit was not being totally understood by their prospects, resulting in low retention.
Challenge
Our team was challenged to rethink the value proposition communicated to their clients and prospects. That meant understanding the SME context, the different stakeholders on the acquisition process and how to trigger them to prepare for the future of cybersecurity.
Solution
A redesign of the MMOX acquisition pitch, catering to multiple stakeholders instead of one - the entrepreneur. Additionally, a buyer journey was designed to activate the customers, from creating awareness to making them loyal brand ambassadors.
Impact
The acquisition round with the new pitch and buyer journey in place increased both retention rate of current customers, but also affected the broad understanding of MMOX change in cybersecurity approach, a key factor driving long-term partnerships.
How it all started
MMOX is an all-in-one cybersecurity solution for middle and big sized SME’s. Their approach to cybersecurity is vision-driven and aimed at the long-term safety of its clients. However, this benefit was not being totally understood by their prospects, resulting in low retention.
Research
Customer feedback round with multiple stakeholders
In 2019, MMOX partnered with ABN Amro to offer its cybersecurity solutions to its business clients (SME’s). Listening to customer feedback, we uncovered the main issue: lack of value perception of MMOX and its solution by entrepreneurs and IT managers, comparing to competitors.
Tools used: Stakeholder Interviews, Desk research.
Proposition Design
Value Proposition & Positioning design workshop
In one-day analysis and strategy workshop, our team focused on creating a simple and straightforward pitch to the new customers, shifting the main benefits to fit the two customer profiles. Further, we co-designed a buyer journey with ‘vitamine boosters’ creating bite-sized knowledge pills to customers.
Tools used: Value proposition canvas, Product Canvas
Easy onboarding & loyalty strategy
Content for better onboarding less churn
Churn is the enemy of any successful SaaS business. We designed a new rhythm around content for onboarding, loyalty and repurchase. A group of new prospects was selected to pilot with the new pitch and buyer journey, as well as the existing clients were given a contract extension. The new group had a far better acquisition and loyalty rate.
Tools used: Buyer Journey, Content Writing and planning.
Result
A better pitch meeting, simpler onboarding and less churn.
Project Team
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| CEO & Founder ktc
| Strategic Designer & Innovation Consultant