Altitude Case Study

An AI Platform Built Just for Restaurants Had Bigger Dreams. If Only it Had the Right Brand.

THE CHALLENGE

Plate IQ was founded in 2014 as an AP automation platform to help de-stress the financials of small to mid-size restaurants. The technology penetrated the industry fast, becoming a market leader in less than 6 years. With rock-solid tech and a global pandemic threatening their core customers, the leadership team was left asking … now what?

The name, messaging, and visuals were geared exclusively to restaurants. But the technology had broader appeal. So how do you preserve high brand equity in one segment, with ambition to grow into others? With research and creativity.

THE SOLUTION

A CFO at a restaurant franchise and a controller of a large construction company serve very different clients. Altitude needed to build a brand that would resonate with both. Which is how we came up with the central messaging:

Don’t Just Automate AP. Ottimate It.

A smarter way for AP managers, approvers, controllers and CFOs to work through the entire invoice lifecycle.

Such a radical brand change needed justification in the market. Altitude conducted messaging testing with C-suite and senior-level finance leaders across industries (n=90). The analysis found:

  • 60% of respondents had a very positive or positive first impression of Ottimate, as opposed to 41% for Plate IQ
  • The response to the brand was a resounding positive across both C-suite and Director-level audiences – in fact, more than one C-suite respondent believed they had heard of Ottimate before, which is an indicator of memorability. 
  • 73% of C-suite and 63% of senior-level respondents indicated a strong preference for AI as a prominent feature of the solution

The testing justified Ottimate’s decision to move forward, proving its wide appeal as a leading AI-led finance solution across a broad range of industries.

The Results

  • Ottimate has successfully expanded into five industries
  • The new brand has earned bluechip clients, including Gap, Holiday Inn, Cava, and W Hotels
  • At least three members of their internal marketing team got tattoos of the new logo
More from Team Altitude
Sytheon
Discovery Life Sciences

Ready to work with the B2B marketing experts?

We help leading business-to-business brands hit their marketing and sales goals. Get in touch to learn what Altitude Marketing can do for your B2B company.