The Situation
Zymvol, an early-stage biotechnology company using computer simulation to discover and develop industrial enzymes, needed deep customer insights to inform Go-To-Marketing planning and messaging. Despite a revolutionary product, allowing up to 70% savings in time, resources and money, they were struggling to gain awareness in the industry and generate high quality leads. Zymvol reached out to Sciencia because of their familiarity with drug development scientists and to help them capture customer insights and anticipate trends to develop winning target market entry strategic plans.
The Plan
To begin, Sciencia conducted desk research, including in-depth discussions with relevant external experts and structured working sessions with the executives of Zymvol. After assessing and synthesizing what we knew to be true, we worked together to determine the unknown including potential market entry problems and competitive pressures. From there, we created an action plan to move forward, defined by the key criteria we needed to reach that goal.
We discovered the potential customers’ underlying needs, thoughts, and feelings, which accelerated learning and generated actionable insights for Zymvol’s brand. Using this research and discussions, we developed a customer journey map, which we then presented to the team. Finally, in collaboration with key stakeholders, we synthesized the research, aligning priority areas among various customer segments to strengthen Zymvol’s marketing plan.
The Result
Together, with the internal team, we developed a product positioning strategy, serving as the foundation for future strategic marketing planning, as well as on-target tactical marketing material development. With a clearly illustrated customer profile, Zymvol’s strategic messaging and positioning plan was stronger than ever, giving their brand the boost it needed to gain awareness in a competitive industry.
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