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Case Study

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THE COURAGE TO BE TRULY DIFFERENT

Definining Xactly’s “Different”

Xactly is a 15-year-old software-as-a-service company, providing businesses with a smarter way to plan, execute, and optimize sales performance. Traditionally a sales-driven organization, Xactly realized it was time to strengthen its marketing capabilities, clarify its differentiation, and find the best ways to stand apart in an increasingly competitive market.

The goal was to go from strong player to definitive category leader in Sales Performance Management. If Xactly failed to differentiate, the company risked getting overshadowed by legacy companies with greater spending power.

Campaign development

Brand Evolution

paid media

Search Engine Optimization

Category Design

Creative

compete brand refresh

compete brand refresh

ROAS INCREASE

standing apart from the crowd

standing apart from the crowd

Increase in MQLs YoY

challenge

Go from strong player to definitive category leader in Sales Performance Management. If Xactly failed to differentiate, the company risked getting overshadowed by legacy companies with greater spending power.

strategy

In a landscape filled with lookalike branding and legacy brands, we applied our proprietary Coherence Method to gain a deep, personal understanding of Xactly’s customers and how they could best be served.

Through jobs-to-be-done interviews and category design theory, we found that Xactly’s audience, even at the enterprise level, values strong human connection at all stages of the sales and implementation process — the kind not provided by typical vendors. 

In positioning, we highlighted the brand’s personal focus on customer success. Pairing empathy with authority, we worked to amplify Xactly’s singular vision for the future of Sales Performance Management.

solutions

To build Xactly brand awareness and equity while driving more consistent lead flow, we created campaigns that resonate with all members of an enterprise buying committee by highlighting Xactly’s key differentiation with bold visuals and precise messages.

We targeted select channels with tailor-made creative and messaging to inspire action from executives while addressing common pains of everyday users. 

Over time, we have repositioned Xactly in the market from point solution to long-term partner—not just a vendor—in helping growing businesses discover their true sales power.

results

  • 9.4x improvement in return on ad spend in first six months
  • Exceeded Q1 marketing-sourced pipeline goal
  • 22% year-over-year increase in demo requests via the website
  • 60% decrease in cost per acquisition for paid media in the first six months
  • 3x more marketing qualified leads from digital media in Q1 2020 versus Q1 2019
  • 34% more website sessions in the first two months of brand relaunch campaign versus the previous period

CLIENT LOVE

I am continually impressed with the work the 214 team develops! Our digital transformation started with data-driven and customer insights, rolled into branding and messaging work, and is now reflected in all of our marketing programs. They have helped us to truly integrate our marketing efforts!

Brett Theiss, VP of Marketing, Xactly