In 2022, US-owned HSI acquired Donesafe as its Risk and Safety Management software arm, marking its first software acquisition.
This shift required a rearticulation of the business strategy for employees, existing customers, and new markets. The primary challenge was to differentiate Donesafe in the competitive US market while integrating it seamlessly into HSI’s portfolio.
After conducting a comprehensive market audit, we identified the need to unify various strengths to stand out against significant competition in the USA. We recognised our agility and the advantage of consolidating employee training, risk, and safety data into a single platform.
This approach aligned with the growing CTO imperative of technology minimisation, especially with AI advancements on the horizon. Our strategy focused on meticulously crafting our messaging before rolling out a coherent internal and external communications revamp.
This approach aimed to stabilise the Australian market and establish a strong entry into the US.
We identified “complexity” as the B2B adversary—a common struggle for reactive risk leaders. Through in-depth interviews and secondary research, we crafted a narrative around the idea that complexity hampers proactivity and, ultimately, business value for risk leaders. This narrative would be the thread that tied together our marketing and sales efforts.
Maintaining a clear and consistent message was critical given the lengthy purchase cycle (12+ months). We executed this strategy through various channels, including PR, events and social video campaigns. Additionally, when buyers were in consideration-mode, we provided deep messaging across the 50 different product modules, ensuring clarity on web pages, data sheets and sales calls.
The rebranding effort was launched alongside this strategy to align the various acquired businesses under a unified message and brand identity.
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