Researching and Writing Industry Case Studies for DeltaXML

Appealing to senior decision makers with sector-specific marketing and case studies

DeltaXML develop software products that help some of the world’s leading organisations to manage complex and safety critical documents. We have worked with them for several years, most recently creating marketing content to present their products to senior decision makers in key industry segments.

The sales and marketing challenge

DeltaXML is an established software business that has achieved strong growth in recent years. Their end customers are highly technical people, with specific challenges around XML data. When these customers seek out solutions, the DeltaXML website is prominent in search results and provides all the technical information that they need.

However, when DeltaXML were dealing with procurement teams in large organisations, they needed to provide information and reassurance that would resonate with people in other business roles. The Marketing Director recognised the need to better understand the industry-specific challenges that they address, and to incorporate that into their marketing.

Tapping into existing organisational knowledge

We started by exploring what was already known within the business about their customers’ challenges and the ways in which DeltaXML is delivering return on investment.

We interviewed key individuals, documenting industry-specific insights and common themes, while noting where there were blind spots in the organisational knowledge.

At the same time we also developed a standard format and processes that could be used in researching and writing all future case studies.

Working with the sales and project leads, we identified customers in key sectors where they have good relationships and selected those who were considered to be broadly representative.

After establishing key details from the project team, we set-up calls with each of the clients. We used a proven, templated approach to ensure the conversations covered the wider business context, the challenges they needed to address and the benefits that they are now achieving.

Gaining fresh insights directly from customers

Our products are complex and intangible, but your marketing makes them understandable while drawing out their full value. Your case studies cut through the complexity, telling an engaging story and conveying the benefits that we delivered, clearly and convincingly.
Bridget Mason, Director of Marketing, DeltaXML

Creating industry-specific marketing content

Building on the insights and details which we had discussed, we created several industry-specific web pages, to be used as landing pages in marketing campaigns. Each of these spoke directly to the challenges faced in that sector, setting out solutions and providing links to relevant case studies.

We also wrote new, detailed customer case studies (read one here). Each of these focuses on the business challenges and opportunities, clearly demonstrating the ROI from a senior decisionmaker’s perspective. We also ensured that the case studies include enough technical detail to differentiate DeltaXML from other approaches that prospective customers might consider.

Writing customer case studies for software developers, DeltaXML

Outcomes

We briefed marketing and product management staff on our findings, to help ensure that their planning and campaigns would reflect the commercial as well as technical requirements of customers.

The content we created plays a prominent part in their sales and marketing campaigns on the website. We are continuing to work with the Marketing Director and her team to create content for the website and events.