This case study explains how Modern developed a brand positioning strategy for Vivantio, the IT service management software providers.

1. CASE STUDY
modernb2b.co
BRAND POSITIONING
FOR ITSM SOFTWARE
COMPANY IN A NEW MARKET
CASE STUDY
modernb2b.co

2. CASE STUDY
modernb2b.co
CLIENT OVERVIEW
COUNTRY: UK & US
INDUSTRY: IT
SECTOR: Service Management
CLIENT PROFILE: Established 10 years, Vivantio were the first to market in the
UK with a purpose built web-based (SaaS) ITSM product.
Well known with good market share of the mid-market
in the UK.
Clients include Porsche, Marks and Spencer, Toshiba,
RAC, NHS as well as many SMEs.
The work Modern have done has been invaluable.
They’ve created a robust brand proposition and a really
clear creative vision that resonates with our audience.
What’s more, it’s backed up with solid research that we
know we can trust.
BUSINESS SITUATION
Vivantio are an award-winning service desk software company and an established
player for mid-market ITSM products. Historically, Vivantio have only had one product
serving the mid-market, but in early 2013, an enterprise version was created that
would allow them to extend their reach into the lucrative enterprise market. In addition,
they developed a customer service focused product, network discovery product and
partnered with Metricus to deliver Metricus for Vivantio – a high powered IT performance
management module that integrates with Vivantio’s product range and can also be used
alongside competitors.

3. CASE STUDY
modernb2b.co
RESULT: CLEAR BRAND PROPOSITION DEFINED
TO TAKE GROWTH FORWARD
BRAND POSITIONING:
NEW MARKET, NEW PRODUCT
Modern developed a brand positioning strategy for Vivantio, an IT
service management software provider.Vivantio saw their growth
coming from the extension of their product range and a move into
the US market.The project included in-depth interviews and extensive
market and competitor analysis in order to develop a clear brand
positioning to support their future growth.
MARKET GROWTH FOCUSED FIRMLY ON THE US
For Vivantio, it was challenging times as they had traditionally marketed themselves
on the success of a single product. This, coupled with the fact that they had their sights
(and future growth) set on the US market, meant that they needed to make a major shift
from the reliance on one product being the ‘brand’, to creating a strong, differentiated
brand with a product suite.
IN-DEPTH
INTERVIEWS
WITH EXISTING
US CUSTOMERS
DEEP DIVE
ANALYSIS
OF US
MARKET
2
MARKET GAP
ANALYSIS
3
PROPOSITION
MESSAGING
DEVELOPMENT
4
RESULTS
DEBRIEF
5
DISCOVERY IMPLEMENTATION PROCESS
1

4. CASE STUDY
modernb2b.co
KEY HIGHLIGHTS
From the exercise, it was identified that there was a huge opportunity to capitalise
on ‘customer service’. In all interviews, the customer service attribute came through
strongly at all stages in the customer journey. This, coupled with the fact ‘excellent
customer service’ is one of Vivantio’s core values and their competitors were not
focusing on this in their communications, presented a huge opportunity within
the market.
To really hammer this home, the creative produced for sales enablement and
web communications focused on customer satisfaction, loyalty and retention rates.
It was chosen to focus on statistics and hard facts, as the research identified that
the customer base (IT directors and managers) simply didn’t relate to conceptual
ideas or abstract statements.
Modern uncovered that our customers were far more
receptive to facts and real truths. Therefore, the focus was
on bold statements supported with clear numbers and
stats to provide a strong, evidenced-based creative route.

5. CASE STUDY
modernb2b.co
TALK TO US TODAY
Modern
Bristol and Bath Science Park
Dirac Crescent
Emerson’s Green
Bristol BS16 7FR
Phone: 0117 332 6700
Email: info@modernb2b.co
Twitter: @modernb2b
ABOUT MODERN
Modern is an award-winning specialist
technology B2B marketing agency offering
integrated digital campaigns to drive
growth.
We focus on lead generation and customer
engagement through search, social, PR
and content, underpinned with strategic
thinking and solid metrics.
We’re honest, straightforward and clear
thinkers. We won’t baffle you with jargon and
we won’t lead you down the garden path.
We’re chosen by our clients for our
grounded insight and our ability to influence
business performance.
We start with your buyers and define a
strategy that works with their behaviour,
motivations and concerns, and the
channels they engage with.
We forecast marketing performance,
setting out how the results will take shape
over time. We set KPIs and ensure that
every media channel we recommend
delivers against your expectations.
Rigorous processes and regular, easy
to understand reports with expert
insights come as standard, so you know
exactly what works and what doesn’t,
and more importantly how it’s affecting
the bottom line.