Debbie Meltzer Marketing & Communications
Debbie Meltzer quickly grasped the technology and transformed our value proposition into crystal clear messaging. She worked fast with HubSpot to set up marketing automation and strategically built our thought leadership. The content strategy provided the foundations for growth for years to come.
Yaara Zajiek, Marketing Manager, XM Cyber
​CATEGORY
Cybersecurity Breach and Attack Simulation
WORK
Digital marketing strategy, website project and content marketing. HubSpot marketing automation set up and inbound marketing execution. Marketing strategy, public relations, lead generation and writing.
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THE XM CYBER STORY
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XM Cyber delivers automated red team network penetration to expose vulnerabilities, and follows with blue team remediation. Red teams working with blue teams form a continuous offensive defence loop, ensuring that organizations are always a step ahead of the hacker.
THE CHALLENGE
There was a need to quickly differentiate the company from two competing players that already carved a niche in XM Cyber's space. I needed to amp up quickly and gain traction in key global markets. The end game was a second round of investment and quality POCs, followed by licensed installations.
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THE SOLUTION
I began with branding, communications, digital marketing and website development. An accelerated discovery, persona research and their decisioning journey was needed to grasp XM's unique value proposition. We leveraged the offensive defence message and the purple team concept to start building XM Cyber's own voice. Using agile marketing methodologies we launched within 50 days. Following the marketing and PR strategy, we set up marketing automation and a content calendar. Inbound marketing focused on thought leadership through engaging webinars, speaking opportunities, creative media, social coverage and targeted awards. Premium content was directed to MQLs and potential investors.
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RESULTS
Within six months lead velocity gradually increased. Following six months CTRs increased by 250% and landing page conversions by 5.2%. Within six months two leading banks entered a POC agreement after beginning their journey through the content funnel. The thought leadership strategy and inbound marketing campaigns helped to secure a second round of funding within a year.
Debbie is a digital marketer, premium writer and creative all in one. Her ideation, strategic approach and thought leadership development was a huge success. She is able to quickly get a grip on technical data and translate it into crystal clear messaging.
Dvir Doron, CMO, CEDATO
​CATEGORY
Programmatic Video OS
WORK
Branding, inbound marketing, public relations, thought leadership and lead generation.
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THE CEDATO STORY
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Cedato, a SaaS-based video OS for publishers and advertisers developed a programmatic video solution and a marketplace powering over 15B monthly video impressions.
THE CHALLENGE
We wanted to build brand awareness, thought leadership and quality leads. I favoured a bold approach to help Cedato stand out in a crowded video ad-tech market. I focused on building demand generation at warp speed and communicating Cedato's technology and business model advantages
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THE SOLUTION
Following the discovery, I developed Cedato's new messaging, positioning and brand story. I leveraged Cedato's trailblazing technology and managers to establish thought leadership. Our strategy included training the leadership team to interview and make an impact on speaking opportunities. I created new terminology and followed up with strong Op-eds and premium content.
I helped to build landing pages targeting niche publishers and helped to launch new video ad formats. Targeted posts, social media and e-letters drove prospects to dedicated landing pages where they could register to download valuable content. I followed up with a nurturing campaign encouraging prospects to sign up for a free trial.
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RESULTS
The premium content and thought leadership strategies developed were a success. Cedato enjoyed heightened visibility and deeper customer partnerships. Most importantly, campaigns such as the first video header bidding system resulted in a 3x increase in leads and extensive online engagement.
Debbie Meltzer helped us evolve from a range of low cost plastic products to a globally recognized brand through strong messaging, compelling content and fresh creative. The changes set the tone for the Bram Industries brands for years to come.
Amos Cohen, VP R&D Bram Industries Ltd.
​CATEGORY
Styled up low cost houseware, food storage and home storage
WORK
Brand development, website project management thought leadership, Life and style guide for customers and creative content
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THE LIFE STORY DESIGN AND STORAGE CASE
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It took a bold move to compete with homeware guerrillas like Rubbermaid, but we leveraged innovation and branding to get top-shelf space. One of Walmart’s smallest suppliers, the LifeStory brand is now sold in Target, TJ Max, Amazon, Bed, Bath & Beyond and more.
THE CHALLENGE
To compete in the fierce homeware jungle we had to pivot fast from an unrecognizable product line to a global brand. I had to help convince partners that LifeStory could produce well-designed products at a low cost. I needed to create a new brand voice, terminology and convincing content to engage with potential buyers and help position the products as a low-cost, styled-up and edgy brand.
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THE SOLUTION
Following a digital discovery, I ran a positioning and messaging workshop to build the foundation for the brand, the personas, key messages and product-market fit. I developed the messaging pillars and communications strategy followed by fresh content and creative. A series of thought leadership posts were created to change brand perception. Product names and descriptions were crafted to reflect the new brand promise. Sharp engaging content was integrated into conversion campaigns. Channel marketing kits were produced for distributors and resellers.
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RESULTS
After strategizing to reach for the shelves, Bram's brand was quickly converting views into active engagement and sales. I created a range of content assets including a microsite, product sheets and more. A buyer publication featuring trendsetting articles, interviews with buyers and home fashion tips were created as an innovative way for lifting brand recognition. LifeStory product lines rapidly gained traction and were snapped up by by Walmart, Target, The Container Store and other giant retailers.
Testing the future mobile contact centre and getting it right!
We engaged Debbie for research, analysis and product marketing. Debbie's research skills and marketing expertise enabled us to build use cases, validate some plans and revise others. In the end we were clear about what products were worth launching, and what features we should be focusing on, saving us time, costly investments and valuable resources.
Sol Rabinowicz, CEO, Premier Technologies
​CATEGORY
New mobility solutions for transforming customer contact centres.
WORK
Market research, in-depth discovery and competitive analysis, survey development, execution and takeaways, innovative lead generation of MQLs, product marketing
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PREMIER CUSTOMER EXPERIENCE SW STORY
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The contact centre SW industry is highly competitive. Over the past five years, global players gained a huge slice of the Australian market. Despite the competition, there is a technology gap in the mobile user experience. Although the competitor's omnichannel strategies claimed to improve user experience, solutions to date failed to leverage mobile advantages.
THE CHALLENGE
I began by assessing market viability for a mobile-centric contact centre platform and if so, what products and features could succeed. There was a need to test use cases and ROI. The research involved developing and running surveys for assessing digital mobile channels and the customer decision journey. It was crucial to understand if it was worth raising funds and allocating resources for product development. A lot was at stake.
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THE SOLUTION
The first phase focused on the digital ecosystem and competitive landscape. The second on the product offering. Vital insights into market gaps and opportunities helped to grasp the potential product-market fit. I interviewed the sales team, potential customers and existing ones. I was able to build scenarios and use cases, by industry and user, and develop a product road map. Over 50 customers were surveyed to assess applicable features and processes and determine what the product development and UX teams needed to focus on.
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RESULTS
Based on feedback Premier was able to access new insights on the smartphone contact centre market, improve features and discover new use cases and revenue streams.
Management was able to make critical decisions on what products to develop and which features to focus on. After collecting feedback from customers and potential users, Premier could proceed with product mockups. A subset outcome of the customer's interviews was the ability to capture fresh feedback and learn where support can be improved. Finally, industry leader interviews provided valuable data on potential MQLs and customers.
B2C wearable tech fundraising hailed a success!
Debbie was able to quickly grasp our technology and product offering. She understood the potential and knew how to communicate it to potential investors. She was instrumental in raising capital for our initial funding round.
Kfir Bar Levav., CEO, Woojer.
​CATEGORY
Successful fundraising for Woojer's next stage global business development and marketing and support for a Kickstarter campaign.
WORK
Market research, in-depth discovery and competitive analysis, survey development, execution and takeaways, innovative lead generation of MQLs, product marketing
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THE WOOJER STORY
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Woojer launched haptic devices that deliver sound through innovative body frequency vibrations. The patented Woojer vest and belt jolt users into a new exciting way of experiencing movies, music, video games and more. The sensation is powerful and moving. To date Woojer was successful at leveraging first round funds for impressive kickstarter campaigns and sales.
THE CHALLENGE
To meet the fundraising target, I assessed the music and gaming wearable technology ecosystem. My mission was particularly challenging because the haptic device market was relatively small. Although VR transformed the 3D visual market, sound remained an audio experience alone. Being a device, not a software, made it even more difficult to find investors. In a world where investment leaned to cyber security, mobile and medical technologies, wearable devices were not on investor's radar.
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THE SOLUTION
I met with the founders, researched the products and ran a market discovery. According to industry reports, haptic technologies were set to become a $3B industry by 2028. After gaging the level of interest from big-tech organizations, it was clear that Woojer could become a bigger part of the music and games market especially in the Asia Pacific region. I reached out to a global network of potential investors and pitched them.
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RESULTS
I successfully communicated Woojer's compelling story and business model to potential partners in the Asia Pacific region. After identifying a local business partner, I was able to connect with an investor that met the profile. We were able to secure an early stage investment which led to a long term successful partnership between the investor and Woojer. Following its first round of startup success, the company recently raised almost $2M.
Managing compliance from crop to consumer
Debbie quickly grasped AKOLogic's value proposition and help to develop our brand. Her contribution was invaluable. We revisited our positioning and messaging, built our content from scratch and began to pitch more effectively.
Ron Shani, CEO, AKOLogic
​CATEGORY
Agritech supply chain platform for tracing food from crop to consumer, and managing compliance.
WORK
Market research, discovery, competitive analysis, brand development, messaging, investor pitch, creative.
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THE AKOLOGIC FOOD SUPPLY CHAIN SW STORY
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Unifying the entire crop-to-consumer ecosystem on an industry-first cloud platform was what AKOLogic set out to do. Today, AKOLogic provides real time visibility and safety in a universal format. AKOLogic is well positioned to help remove food malpractice connected to virus outbreaks and achieve higher standards of compliance.
THE CHALLENGE
AKOLogic previously competed in the AgriTech farmer software niche. Although the platform was feature-rich with tracking and compliance management tools, the critical decision makers existed on the retail side of the supply chain. After making the strategic decision to focus on large retail and cooperative markets, I mapped the personas and customer journeys and built a brand strategy for targeting them. I researched the landscape and interviewed management and customers. In tandem, AKOLogic needed an investment round to accelerate penetration into the retail niche. Next steps involved building a bold business case to pitch to the right investor.
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THE SOLUTION
Following research, a digital discovery and analysis online and offline, I developed a content blueprint for AKOLogic’s management team. The blueprint accelerated AKOLogic's repositioning, deliver powerful messaging and effectively target the large food retailers. It provided a content library and resources for business development and sales. The creative involved developing a new tagline, and product names.
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RESULTS
AKOLogic, following strategy and messaging work, finally shifted from the farmers market niche to the more lucrative food retail industry market. The change of focus enabled the company to attract new investors and partners. Next round funding negotiations are currently in advanced stages.
© 2023 by Debbie Meltzer.