“‘This partnership delivers actual implementation with continuous optimisation’”
Roel, an experienced entrepreneur and founder of askemo, had developed a successful SaaS tool for employee engagement. Despite doubling revenue numbers year-on-year and positive customer feedback, the potential he experienced in the market was even higher.
'We had a brilliant product and satisfied customers. However, we weren't fully leveraging our strengths in our market approach. I felt we could optimise and align better.'
The challenge
Although askemo had established a solid position, they faced several strategic bottlenecks:Difficulty in articulating unique selling points.
High acquisition costs due to dependence on cold outreach without clear differentiation
Limited organic traffic, despite proven product value
Disconnect between marketing and sales efforts
Marketing strategy that lacked focus, consistent direction and… results
These symptoms pointed to a need for both strategic repositioning and process optimisation across the entire customer journey.
We implemented our Customer Clarity methodology through a two-phase approach:
First, we conducted systematic discovery through in-depth analysis of current activities, strategic segmentation of the target audience, and qualitative research among key accounts. This revealed patterns of strategic significance.
Then, we implemented these insights. We developed a strong strategic narrative, created a simple and actionable marketing plan and started to optimise the content. We established feedback loops to capture market signals, created a bridge between marketing and sales and continuously refined the content strategy around topics that proved to be useful to the target audience.
“‘Where other agencies and consultants delivered recommendations, this partnership delivered actual implementation with continuous optimisation. We’re constantly refining our approach based on what the market tells us works.’”
Our solution
The research and implementation unlocked three key strategic advantages:
The catalyst effect: We identified that askemo's true value wasn't in the employee engagement function, but in their ability to act as a catalyst for change - a clear differentiator in a market full of engagement tools.
Precision in target focus: Data analysis showed that askemo's ROI rose exponentially with a specific type of client: fast-growing organisations with diverse employee populations.
Aligned marketing and sales: By removing the silos around marketing and sales, we improved collaboration and focused on what works well, based on validated insights.
“‘I’m incredibly enthusiastic because I feel we’re doing exactly the right things. We’re focused on continuous improvement – doing more of what works, constantly monitoring results, and quickly stopping what doesn’t deliver value.’ - Roel Schellekens, founder of askemo”