Table XI

Client Summary

Table XI is a software development and consultancy company that strategizes and creates customer software with a goal of transforming companies. Based out of Chicago, Illinois, Table XI has been serving its clients for over 16 years.

Their Challenge

Table XI was in the process of re-branding and felt the need to better understand their customers’ and team members’ perception of their current brand position, deliverables, and benefits in order to help drive their decisions on how to better position their company in the marketplace.

Our Strategy

We conducted a Brand Insights research project to gain a 360-degree view of Table XI’s brand. The objective of the project was to gain insights from key Table XI team members and current, past, and lost clients and leads to uncover perceptions into Table XI’s S.W.O.T., expectations, differentiators, deliverables, and benefits. Our goal was to uncover actionable data and deliver a strategic approach to help them reach and resonate with their ideal clients.

1. Qualitative Research

Element212 conducted one-on-one interviews with the key Table XI team members to first gain their insights into the Table XI brand. Next, we interviewed their key clients and lost leads to gain their perspectives and uncover gaps, trends, and opportunities for the Table XI brand positioning.

2. Quantitative Research

Element212 developed an online survey to help substantiate our data with the remaining Table XI staff.

3. Reporting

We created a Brand Insights report that highlighted the following:

  • An overview of Table XI’s strengths, weaknesses, opportunities, and threats
  • the gap between the company’s goals and client expectations
  • key differentiators
  • client buyer’s journey
  • process gaps that resulted in lost leads and revenue
4. Recommendations

Based on the results of the Brand Insights research, we developed a marketing strategy for Table XI designed specifically around our insight data.

The Result

Based on recommendations from the Brand Insights, Table XI has implemented a new operations strategy, resulting in improved internal processes and operations. They have also implemented some contract updates, allowing them to better serve their leads and current clients. Table XI also hired a business development strategist and expanded their design department to fill the gaps and strengthen their deliverables and differentiators to better position their brand in the marketplace.

With these changes in place, Table XI is now positioned for growth and is moving forward with the marketing recommendations provided through the Brand Insights. We have has recently rolled out SEO and digital advertising initiatives to help expand Table XI’s reach in the marketplace and propel their growth.