Effectiv.ai · Customer Discovery Case Study 17 discovery interviews (170% to goal), 16.7% reply rate.

Effectiv was just launching in the US and was challenged with understanding where the best opportunity sat. More specifically, the team wanted to narrow in on the best ideal client profile to focus outbound efforts on. This included understanding the specific challenges financial crime mitigation leaders faced as well as deciphering which type of financial institution or fintech would be most receptive to their solution. Understanding who the problem owner is within an organization and who oversees the fraud & risk management tech purchases was a major barrier to launching a successful go-to-market strategy prior to the work we completed together.

Over the course of just three months the JJELLYFISH team:

Developed a repeatable, outbound strategy proven to generate meetings with senior financial crime executives.

Tested three industry types within financial services and probed for the readiness of the market to adopt modern fraud technology solutions.

Conducted interviews to narrow down the ideal customer profile and uncovered the specific, known problems in the market that Effectiv is positioned to solve.

Within the Customer Discovery process, three assumptions about the unmet challenges customers faced were tested and validated to inform Effectiv’s best-fit customer segment and related value proposition. Outbound conversion rates were measured to predict future campaign success across the various industry types.

Over the course of 17 meetings with senior leaders, the JJELLYFISH team helped Effectiv uncover their ideal client profile in the U.S. market, including the company size and industry type most receptive to their solution.

After analyzing the interview data, the JJELLYFISH team was able to validate consistent trends and challenges around automating the fraud prevention processes, specifically the pain points associated with the manual steps involved currently in fraud prevention and the impact this has on the customer experience. Perhaps more importantly, a potential opportunity was revealed in the fintech space. Respondents were responsive to our messaging, moved quickly in their decision making and were actively trying to solve the challenges Effectiv addresses.

Insights from the outbound prospecting campaign provided Effectiv with a clear understanding of their go-to-market plan and prospect targeting. The trends uncovered in the interview data and conversations provide a strong roadmap for Effectiv’s initial value proposition, positioning and sales strategy.