Gaming Discoverability for a Niche Enterprise Need
Building a first-of-its-kind tech product is never easy. When you go to market, customers don’t know where you fit in their tech stack. They’re not even searching for you yet because you’ve created a whole new category. That makes discoverability and awareness a real challenge. That’s exactly the problem we are helping solve for Datanitiv.
The Problem Statement
Datanitiv is a contact center software solutions company. Its flagship innovation, Capability, allows Workforce Management (WFM) leaders in BPOs and large in-house customer care centers to plan long term capacity in a simplified manner. It eliminates the disorganized chaos of using multiple spreadsheets, which has been the status quo for this multi-billion dollar global industry. Capability brings speed, accuracy, and visibility to an otherwise fragmented and cumbersome process. Unfortunately, not many contact centers are aware that such a solution exists.
When Datanitiv approached us, they wanted to:
- Establish a distinct voice and positioning in a market dominated by spreadsheet-based planning.
- Create awareness for their product and the niche, high-value problem it solves for its customers.
- Be seen as a thought leader in the WFM space.
Voice and Positioning: The Brand Book
From a visual identity to language tonality, we established how Datanitiv speaks — confident, clear, and insightful — to appeal to workforce planners, operations leads, and enterprise decision-makers. The brand book serves as the key point of inspiration for all current and future communication.
Brand Awareness: LinkedIn Marketing
Product listing
To drive product visibility, we successfully listed Capability as a product on LinkedIn and optimized it for increased visibility using the right keywords. As a result, Capability ranks #1 for “long term capacity planning” and appears within the top 5 for “capacity planning” under LinkedIn Products.
Organic content
Additionally, we manage Datanitiv’s social media page to ensure a good mix of organic content — from MOFU and BOFU content that illustrated product features to TOFU content that empathized with the problems faced by customers.
Awareness ads
Organic content is a slow process and to speed up customer awareness, we also ran LinkedIn ads with the objective of higher reach and impressions. The market needed to know Capability was a solution that existed for their current pains.
