SimYog was too hard to explain till it wasn't
SimYog sits in a narrow, technical corner of the electronics world. Chip and electronics design companies have to account for EMI and EMC interference, the physical reality of what happens when you run wires too close together, or switch current too fast for a circuit to tolerate cleanly. As miniaturisation pushed circuits closer and closer together, this stopped being a minor concern and became a real engineering problem, one that normally requires physical modelling and lab testing to catch. SimYog's product is effectively a simulation lab for exactly that: a way to model EMI and EMC behaviour before it ever reaches a physical bench.
By the time SimYog came to CoreVoice, they'd already tried to simplify their own story via various partnerships. It hadn't gone well because their chosen partners simply couldn't understand what SimYog did.
Recovering from sunk cost
In our first meeting with SimYog, we realised that the company had already sunk resources and time trying to fix their communication, and they were very risk averse to yet another partnership. So, we had to win their trust. We spent time understanding their product and category, an offered different solutions at different price points. It took a while, but we got the deal to rework their website.
A website project that wasn't really about the website
On paper, this was a website project. But really it was about positioning the company differently. The company already had a great product. All we needed to do was to upgrade marketing touch points to reflect that. Our job was to give SimYog's team a new confident look that they can proudly take to the market. So really it's a reGTM project.
As we built the website, we also sharpened SimYog's positioning so it would carry a technical, specialised product into rooms full of electronics engineers wrapped in a neat wrapped that screams credibility and trust.
Once that project wrapped, SimYog moved into an ongoing retainership with CoreVoice, which is still active today.
Already tried to fix your story once, and it didn't land?
That's a familiar starting point for a GTM relaunch. Let's talk about what's actually not working.