Situation:
iProov is the world leader in delivering face biometric verification technology. Backed by growth investment from Sumeru Equity Partners, iProov enables organizations to maximize online security while protecting user privacy, making the onboarding and sign-in experience as simple as possible.
Problem:
As iProov experienced rapid expansion in both its market footprint and team size, the need to close gaps in regional go-to-markets and streamline processes grew. While the organization boasted an established product marketing function in Europe, the importance of gaining immediate capabilities in the mission-critical US market, as well as implementing global best practices, was becoming apparent.
Solution:
iProov turned to Fluvio’s expert product marketing consultants to establish effective, repeatable processes across the entire organization and to partner with their US team to support core messaging efforts. Fluvio partnered closely with US Revenue and Marketing teams to first better understand product-market fit, and then to shape and create messaging frameworks supporting expansion into new verticals. With these in place, iProov turned to Fluvio to define and implement global go-to-market processes in partnership with Product, and, ultimately, reimagine iProov’s product marketecture to clearly convey functionality and value to buyers.
CLIENT INTERVIEW
We sat with Nicole Rowe, iProov’s Chief Marketing Officer, for her thoughts on Fluvio’s one-year engagement with the organization.
Nicole Rowe
Chief Marketing Officer at iProov
Who is iProov?
iProov’s face biometric verification delivers an effortless user experience with the highest levels of identity assurance to help prevent fraud, identity theft, and other cybercrime during online onboarding, authentication, and identity recovery. Our technology assures that a user asserting their identity is the right person, a real person, and authenticating right now.
What problems were you encountering that led you to believe a product marketing consultant could help?
The initial reason for working with Fluvio lay in iProov’s US-market growth targets. As additional use cases of iProov’s technology were being uncovered, demand for an embedded team to partner with our Americas-based leaders and develop persuasive messaging and positioning was identified. We quickly recognized that Fluvio had significant additional value to bring to our global team. We extended our engagement to leverage their insights and best practices to ensure our go-to-market strategies were effective and repeatable, and our marketecture clearly resonated with our key buyers.
How has Fluvio helped you?
Fluvio immediately built strong partnerships with teams across iProov, forging the path to creating core messaging for US-focused use cases for travel industry and public sector. The applications for iProov’s face biometric verification are diverse and evolving, and Fluvio was able to help our teams navigate ambiguity, create compelling value propositions, and spearhead enablement for the wider organization.
With US market needs addressed, Fluvio quickly pivoted to up-leveling product marketing across our global team. Beginning with a series of targeted working sessions with Product and Marketing stakeholders and concluding with the implementation of newly-defined go-to-market processes, Fluvio’s consultants laid the groundwork for repeatable launches we can rely on going forward.
Finally, we identified that iProov’s existing product naming and marketecture did not easily convey our core differentiation and offerings, and therefore warranted a revisit. By both performing the work to make a well-informed initial recommendation and working with leaders to drive final alignment, Fluvio’s work to develop received wide acclaim and acceptance across our team.
“What sets the Fluvio team apart from most vendors is their ability to both successfully tackle a broad range of product marketing initiatives while building trust and buy-in across functions and regions.”
What are some of the benefits you’ve experienced since you kicked off the partnership?
Beyond the direct outputs of the messaging, enablement, go-to-market, and marketecture work they performed, Fluvio’s consultants have driven significant value across our organization. During their time working with our team, we deepened relationships with the Product and Revenue teams and built confidence in our approaches across the organization. Fluvio readily took on projects that were considered extremely difficult; the team’s ability to dive and produce results that resonated across regions and functional groups stands out among vendors with which we’ve worked.
What does Fluvio offer that is unique compared to other consulting firms you may have worked with in the past?
Many consulting firms position themselves as eager to take on the toughest challenges. However, that enthusiasm usually ends with an overview report and recommendations, leaving the execution and pressure-testing of their recommendations to us.
Instead of delivering a presentation and walking away, Fluvio’s embedded approach gives them the ability to drive tangible impact. Erica Foster, a Fluvio Senior Consultant on our engagement, consistently incorporated change management principles into our work and always ensured iProov received maximum value and return from our relationship. We would look forward to the opportunity to work with Fluvio in the future.