Case Study

100TB Case Study

How outcome-driven customer research and jobs-to-be-done discovery changed the market opportunity and delivered rapid revenue growth in the enterprise space.

Introduction

Leveraging Outcome-Driven JTBD Research To Deliver Rapid Revenue Growth

100TB is an infrastructure service provider with a difference. It delivers high-performance infrastructure services with market-leading bandwidth throughput capabilities from five continents and 29 data centre locations.

After implementing outcome-driven customer research to understand customers’ jobs-to-be-done, 100TB entered a two-year period of rapid revenue growth. It landed some of the biggest companies in its target audience as customers, and went on to a successful acquisition.

Details

Repositioning Against Unmet Needs To Unlock Growth

Challenge

100TB had successfully entered the dedicated server market but was struggling to find a core market focus. We were tasked with taking an end-to-end view of the company’s go-to-market strategy.

The company had a number of fast-growing customers, but was facing some resourcing challenges across both sales and technical support.

Thus, we needed to find a clear focal point for the business so that it could go-to-market more effectively with a targeted and unique value proposition.

 

Solution

We deployed our outcome-driven framework to understand the jobs current customers were trying to get done. We categorised this research into a number of use cases.

After conducting outcome-driven segmentation, we discovered two adjacent market opportunities with clear value propositions that we could tackle concurrently: video streaming and multiplayer gaming.

It was then a matter of repositioning the brand, aligning the offer model to customer requirements, and building a highly-targeted go-to-market. After initial traction, we built out product capabilities that better served important, unmet customer needs.

Within 18 Months…

Deal Velocity (Days)

-37%

Avg. Customer Lifecycle

+198%

Avg. Deal Size Uplift

+859%

Revenue Increase

+443%

Testimonial

“The approach transformed the way we viewed our target customers’ problems. After repositioning the brand and our services, we had a focal point that made winning large enterprise deals a reality.”

Chief Commercial Officer at 100TB

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