FMX
FMX helps organizations streamline operations with easy-to-use software for managing maintenance, event scheduling, and equipment.
Through qualitative research with 28 municipal employees that ranged from Utilities Coordinators to Parks & Recreation Directors, to Mayors, we addressed two key challenges.
Entering a New Market
Brand Positioning for a New Market
Understanding risks and opportunities entering the municipality market
Expanding into municipalities means understanding local markets, regulations, and technology competition, all of which can introduce execution risks for FMX.
To succeed, FMX needed to pinpoint who the buyers and users are within municipalities and what those buyers and users need to close a deal. ZoCo helped by developing a method for identifying buyers within municipalities and uncovering key procurement processes.
Identifying FMX’s unique value and municipality user’s needs
To build a brand that resonates with a broader audience, FMX needed to understand municipalities' challenges and speak to their needs.
They also had to identify what unique value FMX offers compared to competitors, so their positioning and messaging hit the mark. ZoCo’s research uncovered the pain points of municipalities, the motivations and incentives of both buyers and users and the key criteria they use when evaluating new technology purchases.
ZoCo helped identify key elements that would strengthen FMX’s go-to-market (GTM) strategy.
Because of our research, FMX is able to proceed with confidence into this new market, armed with information about who makes buying decisions and why and what they would find most valuable about FMX.
It has felt like we are chasing our tail trying to figure out who to market to, who the buyer and user is [within this new industry], so for that to come to out in the research was a major breakthrough for us.
Allison McGillivray, Vice President of Product
We FMXtra enjoyed this partnership.
What we delivered to FMX:
Generative User Research
Strategic Recommendations
Buyer Segmentation
Ideation & Strategy Workshop
Next Case Study:
Martti
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