Objective:

Reposition and Launch German Startup in the Pan-European and US Markets 

Overview:

AX Semantics is a German AI startup that had been successful in the German market selling its solution with a horizontal approach and no specialisation in any vertical. 

The Problem:

They had been able to leverage their personal networks and local events to hit aggressive growth goals. We like to call this ‘hero sales’, where the founding team sells using their networks and charisma. The problem is that charisma doesn’t scale, and you can’t clone the founders! They needed to open the pan-European and US markets, and to do so, they needed a better-defined value proposition and USP, along with a scaleable marketing strategy. 

Our Solution:

Rework the Value Proposition and USP to Target a Clear Problem

1. We reworked their positioning to target the e-commerce market and CRO (conversion rate optimisation) and personalisation of product pages. In the e-commerce space, companies needed not only to drive conversions but to use the data they had on customers to personalise the experience and upsell. 

2. AxSemantic’s AI-powered text generation software was uniquely placed to leverage the data, personalise the customer experience and drive conversions.   

Draft a Go To Market with Top - Mid - Bottom Funnel Conversion strategies.

1. Our top-of-funnel strategy focused on the problem of conversion rates in e-commerce. These companies spend vast amounts on CPC campaigns, but the conversion rates are dismal. We positioned AxSemantics as a thought leader in the space and around this problem. This was done with content marketing, events and a very small amount of paid ads. 

2. Our bottom-of-funnel strategy was quite limited because very few people were looking for their solution, but we focused on a very small set of keywords related to CRO with a microtargeted paid ad campaign. 

Biweekly Sprints to test and learn

1. We used two-week sprints to test messaging in the paid campaigns. 

2. Over four sprints, we refined the message to one that had a high response rate. 

3. We delivered English-language marketing materials and English-language videos explaining and focusing on the problems they solved.  

Built & Deployed Minimum Viable Tech Stack for scalability 

1. We wrote and launched a new offer around product page optimisation

2. We delivered a weekly reporting dashboard that allowed them to track results

3. We used Instapage and their bespoke internal marketing automation tools to build a nurture campaign for top-of-funnel leads.
   
   Train and hand off when a repeatable process is reached.

   1. After nine months, we handed it off to an internal team which we helped onboard

   2. We took monthly calls for three months following the project to support the new team

Results: 

1. Delivered a completely new offer to the market in 90 days. 

2. Built lead generation from 0 per month to 60+ per month SQLs (100+ MQLs)

3. Three years later, AxSemantics is a leader in the e-commerce space, and the majority of their revenue comes from e-commerce, whereas before us, they had no e-commerce customers.