Product Positioning


Iron Bow came to ArtForm seeking to increase demo requests for a telecommunications product targeted to State, Local, Higher Education, Defense, and Commercial audiences.


We started with a product positioning workshop to identify:

  • Competitive alternatives
  • Unique attributes
  • Value Proposition Statement
  • Target Market Characteristics
  • The Correct Market Categories
  • Relevant Trends

This allowed us to execute an informed strategy that included multi-messaged SEM (Search Engine Marketing) campaign in Google Search designed to reach prospects in the seeking/consideration point of Iron Bow’s sales funnel.


  • A complete Go-to-Market strategy
  • Tone and messaging guide based on audience research and engagement data
  • The initial campaign generated 141 conversions 
  • With each campaign, we gather insights on the target audiences’ behavior to leverage in future campaigns by studying ad engagement and on-site behavior which led to lower cost and higher quality conversions as the campaigns continued