Pathable, a startup SAAS company, was seeking to increase their market share with existing clients and explore the potential of launching into new market and customer segments. Pathable event apps deliver a searchable attendee directory and speaker profiles, private messaging and public discussion forums allowing participants more opportunities to make meaningful connections at that next big event. The company had created success with smaller organizations and was seeking to break into larger enterprise level opportunities as well as increase retention with existing clients.
Upstart Group was engaged to conduct a companywide marketing assessment to discover effectiveness of current initiatives, company alignment, customer satisfaction, operational effectiveness, brand and product positioning, etc. The assessment also included a customer research initiative to help develop positioning and product strategies for approaching enterprise level customers - a potential new market segment for Pathable.
Our team delivered a comprehensive report to the founder/CEO with findings and recommendations including key market insights, product performance and satisfaction, and other critical customer insights to help take the company to the next phase in their growth. Through working with key stakeholders as part of the assessment we also identified organizational challenges and made recommendations for how to address those challenges for increased alignment and effectiveness in sales and marketing efforts going forward. Through Upstart Group's connections in the enterprise event marketing arena we were also able to parlay several research interviews into potential new client or referral source engagement opportunities for the company.