Client: Xina AI
Industry: Information Technology
Market: MENA
Solution: B2B Product Marketing
Xina AI is the world’s first Arabic speaking intelligent voice assistant and chatbot that are powered by artificial intelligence and natural language understanding. As the first of its kind, Xina’s team was in need of a specialized product launch and GTM strategy to introduce the technology to the market, attract clients and investors, and position it amongst decision makers.
Reforge Digital was tasked with creating Xina’s marcomm strategy (including brand identity, communication style, and content pillars), a B2B focused social media plan (including content, visuals, and optimizations), a marketing site UI that is focused on client acquisition, as well as a PR and stakeholder engagement plan.
“In preparation to launch Xina to the market, we seeked an agency that specializes in tech product launch and B2B communication. Reforge had the appropriate expertise and goal-focused approach so we simply had to go with them” said Sari Hweitat, Founder and CEO of Xina.
Our Approach
At reforge digital, our partnership starts by connecting with decision makers and delving deep into the challenges and growth opportunities that the business is facing. In the case of Xina, we began our collaboration through a series of focused sessions to discuss the product’s journey and roadmap, ideal customer profile, initial product-market fit assessments, and any other objectives that Xina has in regards to penetrating the market.
The next step was developing an iterative Marcom strategy that thoroughly reflects that brand identity, the company’s mission, and the strategic business objectives such as target audience, multi-layered decision making, and sales-enablement. By aligning closely with Xina’s team, we’ve delivered the blueprint for Xina’s product-launch communication strategy, positioning, and audience engagement principles.
In preparation for the product launch, it was equally essential that we develop a cross-functional team of experts in UX design, content, and web development in order to prototype and build a marketing site that is focused on acquiring customers and informing the decision makers for Xina’s target audience.
On the social and content marketing side, our specialized marketers absorbed all the elements of the MarCom strategy and Xina’s roadmap and began constructing a monthly calendar to engage potential customers, partners, investors, stakeholders, and general audience. The key was to create objective-driven content that is optimized for demand generation and is poised to attract the target audience (in this case customer service professionals, decision makers, and managers in a B2B context).
To put Xina’s products on the regional and global map of AI-powered technologies, we also ensured that the company’s updates and news are timely shared by relevant media, and that our proprietary technology and pioneering business model is talked about on publishing sites like Entrepreneur.
Sari adds: “Our partnership with Reforge digital has been truly effective. Not only did they help us create the foundational Go-to-Market strategy, they have also executed beautifully in all key areas relating to content, branding, social, PR, and website design.”
Results
With coordinated launch, a goal-driven GTM strategy, and precise audience-targeting; we’ve helped Xina successfully introduce its AI-driven voice and chat assistants to the market in the region.
In a matter of months, we grew Xina’s audience by 2,400+ followers, our social media posts generated tens of thousands of impressions, and our lead generation efforts produced a pipeline of 40+ high quality leads based purely on organic reach.
With various sales enablement tools designed by Reforge Digital, including a sales deck; sales brochures, and a company profile, we have paved the way for the next phase of driving Xina’s revenue targets and product vision.
Most importantly, Xina’s strong product position and (already) regional brand presence, helped it secure $1,000,000 in seed funding with many exciting regional expansion and product development plans taking place.