How we helped Digibee launch its enterprise integration platform in North America
The Digibee Story
A major blocker to continuous business innovation is the inability of enterprises to easily support critical initiatives such as cloud migration, data unification, and omni-channel customer experiences. Without these business enablers, organizations lack the resilience and agility to properly compete in today’s digital-first world.
For many companies, enterprise integration is the key to achieving these outcomes, providing seamless connections between the old and the new. Previously the domain of large organizations with deep pockets and significant IT resources, enterprise integration platform as a service (eiPaaS) technology is evening the playing field, allowing companies of all sizes to rapidly adopt digital solutions to stay competitive and profitable.
Founded in São Paulo, Brazil, in 2017, Digibee provides enterprises with eiPaaS technology so they can excel in today’s rapidly changing digital environment. The Digibee eiPaaS is cloud native, low code, fully recyclable, and discoverable — connecting applications, processes, and people for faster time-to-market.
The company’s business model is unique with industry-leading enablement for new and existing customers, as well as a pricing model based on pipeline versus throughput, supporting entry by organizations of all sizes and budgets.
What We Did and How We Did It
Earmarking its profitable raise to launch Digibee in the United States, the company had to build its profile in North America, educate the market on its technology, and rapidly enable its sales team to build pipeline and close deals. As with most start-ups, the scope of the go-to-market strategy far exceeded the size of the team.
Enter TPM.
Product Marketing: Personas & Messaging
Product marketers at heart, we did the research, digging into different segments and competitors to build a solid understanding of Digibee’s unique differentiators and opportunities. With these insights, we worked collaboratively with Digibee, creating messaging that speaks to the distinct personas and pain points within each segment, while maintaining strong core messaging throughout.
The timeline was ambitious, but the TPM XYZABC methodology allowed us to progress the work quickly to meet our deadlines.
We developed a deep understanding of the Digibee eiPaaS technology model, each audience’s pain points and motivations, and how Digibee helps its customers to reach and exceed their business objectives.
Hubspot Sales and Marketing
Digibee understood the importance in setting good governance around sales and marketing processes out of the gate. This process-driven approach to automation is integral, allowing the company to leverage the platform versus building unnecessary complications.
TPM provided technical and strategic support to build lead assignment and sales pipeline automation for the Digibee Outbound Sales Development team. As the company quickly ramped up its US-based sales team, CRM support was critical in helping sales people achieve their goals.
The focus of our work shifted from sales to marketing as we supported the initial setup of key features within HubSpot, including an inbound email response workflow. As Digibee grows its internal marketing capacity, TPM continues to provide support and expertise to optimize the value of its HubSpot implementation.
Awareness
- Campaign theme ideation
- Website copy
- Customer case studies
- Blog posts
- e-books & Infographics
- Email sequences for the sales team
- Digital strategy and execution (PPC & SEO)
Our objective is to optimize awareness amongst target audiences within key industries.
The TPM digital team is also very busy, building strategies that support awareness objectives with visually engaging campaigns, including ad design and copy — for LinkedIn, Google, and other digital platforms. These programs drive traffic to the Digibee website for nurturing and conversion.
To advance Digibee’s position as a thought leader in the eiPaaS space, TPM project managed and helped build the inaugural State of Enterprise Integration Report by Digibee. Based on an extensive survey we conducted with over 1,000 business and technology leaders in North America, the report uncovered some surprising insights including the staggering impact of poor integration on the ability of enterprises to survive and thrive.
The report continues to serve as an important pillar asset in many different marketing campaigns and remains one of the top downloads via the Digibee website.
Engagement
In tandem with awareness initiatives, TPM supports campaigns around specific use cases that resonate with target audiences. For example, cloud migration, the challenging transition to SAP S/4HANA for many established SAP customers, as well as important research from leading analyst firms such as Gartner and Forrester.
The subject matter and assets are tailored to deliver value for each persona, optimizing engagement and interactions.
TPM continues to develop creative streams to support these campaigns. Working closely with the Digibee team, we build top-of- and middle-of-funnel assets that cultivate interactions with these important audience groups.
Summary
When we first started working with Digibee, the company was just beginning its expansion into North America. Over the intervening months, we’ve watched Digibee grow, evolving into an amazing collective of creative, motivated, and extremely hardworking people.
Along with building a healthy business, the Digibee team believes fundamentally in the value its technology delivers, democratizing enterprise integration — and the future of digital — for organizations of all sizes.
Today the company is moving at hyper speed, successfully executing on its go-to-market strategy in North America and making impressive gains in market share across target audiences and industries.
It’s been a heck of a ride (so far), and we are very excited to see what 2023 has in store. If 2022 is any indication, we’ll be leaving our seatbelts firmly in place.
