Case Study: Communicating the Value of a B2B Acquisition to the Market
Client:
Hexagon – Safety, Infrastructure, and Geospatial Division
Hexagon engaged me to streamline and clarify messaging around its acquisition of Qognify, a leader in physical security solutions. The acquisition brought Qognify’s offerings into Hexagon’s public safety product offerings, creating new value for two core groups:
Existing Qognify prospects and customers
Current Hexagon customers
The goal was to craft messaging that clearly communicated the benefits of this integration, emphasizing how the combined strengths of both brands would enhance public safety solutions.
Solution & Deliverables:
To meet Hexagon’s needs, I distilled a multi-page acquisition document into clear, targeted messaging that would resonate with each audience. Key deliverables included:
Infographics: Visual breakdowns highlighting the integration’s benefits, features, and anticipated impact on each audience’s unique needs, wants, and concerns.
Targeted Value Propositions: Audience-specific value proposition statements that clearly defined the added value of Qognify’s physical security solutions within Hexagon’s public safety portfolio.
Product Recommendations: Breakdown of key products for each ideal customer segment, along with industries best served by specific solutions.
Creative Content Plan: A robust list of organic content tactics across multiple channels — including videos, podcasts, blog posts, reports, long-form content, and social media — to educate both audiences and build excitement around the integration.
Additional Support:
One round of revisions for each document, if requested
Two optional touch-base meetings to discuss alignment and revisions
Timeline:
All deliverables were shared within one week after receiving project documents, with a three-day turnaround for any requested revisions.
Outcome:
Hexagon received a streamlined messaging and content plan that clearly communicated the strategic value of integrating Qognify’s physical security solutions into its public safety software portfolio. Through targeted, high-impact content, both Qognify and Hexagon audiences gained a strong understanding of the acquisition’s value, enhancing trust and engagement during this critical transition.
Takeaway:
This project demonstrates the power of concise, audience-specific messaging and creative content planning to drive effective communication and engagement during complex acquisitions.
Looking to drive engagement through clear, strategic messaging? Let’s work together.