challenge
Although Dataminr has already secured a few major clients in Europe, its market presence in EMEA remains limited. To build its presence, Dataminr intends to focus on the DACH region as key markets and approach them in a structured manner. The first step is to identify target customers based on the Fortune 2000 companies.
In addition, the following questions need to be answered:
- How do we ensure we’re having the right conversations with the right target customers?
- What is our specific value proposition for the DACH target group?
- How do we foster openness among our (traditional) target customers toward Dataminr’s innovative
solutions?
Procedure
Project Example: Systematic Market Entry
Although Dataminr has already secured a few major clients in Europe, its market presence in EMEA remains limited. To build its presence, Dataminr intends to focus on the DACH region as key markets and approach them in a structured manner.
The first step is to define target customers based on Fortune 2000 companies. Additionally, the following questions need to be answered:
- How do we ensure we’re having the right conversations with the right target customers?
- What is our specific value proposition for the DACH target group?
- How do we foster openness among our (traditional) target customers toward Dataminr’s innovative solutions?
Phase 1: Market Research (Foundation)
Structured segmentation, overview of the market and competitive landscape, identification of high-growth industries in DACH, identification of long-term customer potential and “early adopters”
Phase 2: DACH-Specific Positioning and Use Cases
Defining use cases for each relevant industry, creating a value proposition for these target industries in DACH, testing the use cases for target industries
Phase 3: Marketing and Sales Approach, Roadmap
Creating a list of target customers, initiating a sales pipeline for large companies/corporations
- Market penetration potential identified using a corporate risk approach
- Detailed use cases created for relevant industries and segments (“verticals”) Sales strategy developed and operational launch in Germany enabled through interim sales management
results
- Market penetration potential identified using a corporate risk approach
- Detailed use cases created for relevant industries and segments (“verticals”)
- Sales strategy developed and operational launch in Germany facilitated through interim sales management
