Mapping the Narratives in the Market and Buyer’s Journey

  • NEED

    As a global leader in test, measurement, and control solutions, National Instruments was wrestling how to re-introduce its flagship software platform, LabView, and continue to grow share in the test and measurement market.

    With the 25th anniversary fast approaching, the NI team wanted to take advantage of the milestone to re-vamp the messaging for LabView by positioning it as the superior choice to accelerate the productivity of engineers and scientists.

  • ENGAGEMENT

    Using Dialog’s Conversation Science™ Platform, Dialog mapped the narratives in the market and buyer’s journey relative to engineers and students in engineering programs. This combined with building rich decision maker Personas, gave the National Instruments team a deep understanding of relevant conversations, language and behaviors of their target customers.

    Armed with rich market insights and a proprietary messaging progress, Dialog guided National Instruments through a Value Proposition Workshop that yielded new ways of cascading messages to Engineers and shifted the client’s thinking about how to effectively leverage messaging within the organization.

  • OUTCOME

    The Dialog team returned a Messaging Architecture which summarized the LabVIEW value proposition, supporting proof-points and provided specific language for the use in PR, sales and marketing efforts.

    Armed with the new messaging and well crafted marketing statements, the NI team was able quickly incorporate the positioning into all launch tactics.

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