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Altitude Case Study
Positioning New Technology Against Legacy Methods – and Winning
THE CHALLENGE
iCONECT was one of the first developers of eDisovery technology, used to store, file, sort, and search massive document libraries during legal actions.
Over nearly three decades, the company’s tech has been integral in some of the world’s most notable cases. iCONECT’s brand doubled down on first-to-market legacy and “eDiscovery.” Competitors gained an edge by modernizing their messaging, honing in on AI and data intelligence. The gap widened as the market perceived iCONECT as the outdated, “cheap” option.
THE SOLUTION
Altitude conducted a competitive analysis and stakeholder analysis to deeply understand:
- How prospects perceived iCONECT
- How internal decision-makers (including sales and leadership) perceived iCONECT
- How competitors positioned and messaged themselves
From that analysis, we gleaned three critical insights.
- Longevity still has value: Startups mean risk in the legal and government sectors, where risk isn’t tolerated.
- AI is core to the technology, but nobody knows it: Even internally, the company had trouble communicating the platform’s artificial intelligence capabilities. How it’s used and why it matters needed to be brought forward.
- Prospects need proof: In order to expand beyond the legal sector into areas like proactive corporate data intelligence and risk, iCONECT needed to go deeper – with more specificity – on its true capabilities.
Altitude transformed iCONECT’s brand fundamentals. Positioning changed from simply “an eDiscovery platform for law firms” to Data Intelligence AI, a new type of platform to help organizations respond to critical data needs. An increased focus on data intelligence and data events in messaging also helped the brand connect with modern buyers.
THE RESULTS
Altitude launched a custom-built website in July, incorporating the new brand strategy, as well as richer, technical content to accelerate growth in sectors outside of legal (including corporate data intelligence, cyber mining, and the public sector). Two months after the website launch in July 2024, traffic increased 49% month-over-month.
