We were experiencing real success with our existing embedded app store business model. It’s a new and unique approach that needed a strategy to improve search engine results.
At the same time, our core business moved into security at the app level and app store level. We needed to expand our presence into new markets around the app management space. We had to do a better job of getting our message out and improving search engine results.
App 47 has well-funded competition with a product that is not as robust or price-competitive as ours. Yet, we weren’t standing out in the marketplace. When you’ve created a superior tech product, it’s maddening not to get the market share you deserve.
Essentially the problems boiled down to these:
- We weren’t getting the leads needed to grow the business. Each of our leads (because they are enterprise products) is worth $50K to $100K. Each closed lead becomes enterprise-level subscriptions and produces steady, consistent revenue. The sales lifecycle is 3-6 months, so slow leads upfront are deadly. Our lead flow was at an unsustainable pace.
- We were not getting out the message that our product is superior at a lower price. In fact, it seemed like we were almost invisible. It’s hard enough to create a unique tech product. It’s even harder to get attention for your product as the innovative game-changer it actually is.
As we reviewed the realities of our situation, we decided to engage Stage2 Marketing. Our primary objectives were to increase our lead flow and to get better search engine results.