Appfire – a leading provider of enterprise collaboration software and applications – were keen to build commercial momentum during 2023, through the delivery of an insights enriched, thought leadership campaign, in the space of “Agile at scale”. This was with a view to enabling Appfire to demonstrate their category expertise, build brand trust, and bolster their sales and marketing activities throughout 2023, and beyond.
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Vanson Bourne assisted in achieving this goal through the execution of a B2B market research initiative to deliver “hard numbers” and uncover underlying narratives, which could be leveraged to create a collection of compelling, lead and demand generating, MarCom’s collateral.
The program was conducted in such a way that it facilitated global and regional-level analyses to enrich the narrative outputs in Appfire’s key markets of interest.
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Following the successful delivery of a virtual presentation and aligning the key findings of the research with Appfire’s messaging, Appfire created a long-form written piece of content outlining the narrative.
The piece allowed Appfire to position themselves as a thought leader in the space. Specifically, they highlighted the state of Agile in organizations at the moment. Moreover, they emphasized the benefits of an Agile transformation for both the business and employees alike. Finally, they discussed what Agile might mean in the future.
