Client
Aimprosoft is a tech and AI consultancy offering AI-assisted software development, AI-native apps and agents. The offer spans product engineering, cloud managed services, AI and data science, and consulting: AI, technology, AWS and DevOps, plus IT outsourcing, dedicated teams and staff augmentation.
They came to Vanderbuild with three service lines they wanted to take to market and no validated way to phrase any of them for outbound.
Challenge: three offers, three audiences, zero market feedback
Aimprosoft arrived with three separate offers, each aimed at a different audience and solving a different problem. Each one made sense internally. None of them had been tested on a cold audience.
Before spending on campaigns, they needed the right way to phrase each value proposition for outbound - the one-liner pitch, and the angle per segment.
The core question
Which of these three offers is worth putting money behind and how do you say it so a stranger cares?
What hypotheses were tested?
Each offer became a separate track, with its own persona, segmentation and message.
Thesis 1: Value-based IT-outsourcing pricing for SaaS C-level
Target: CXOs at SaaS companies.
Value proposition: Value-based pricing as an alternative to time-and-materials and classic outsourcing.
Thesis 2: Modernization for legacy tech
Target: Companies still running Liferay.
Value proposition: A modernization offer with the open question of whether the pain is still live, or whether the system simply works.
Thesis 3: Partnership with the cloud ecosystem
Target: AWS, cloud and DevOps consultants.
Value proposition: A network-building play - offering them something rather than selling to them.
Business Value
The engagement left Aimprosoft ready to launch on day one.
- Defined value propositions, buyer personas and segmentation/qualification criteria for all three tracks.
- Ready-to-launch message copy for three campaigns.
- A research-ready foundation for prospecting - criteria specific enough to build a list against.
Execution stayed in-house: Aimprosoft ran the campaigns themselves after the workshop.
Insights from the market
Three campaigns went out. The market's answer was unambiguous - and it saved more budget than it spent.
The partnership play won. The network campaign to AWS, cloud and DevOps consultants generated the most leads of the three. Offering something instead of selling something outperformed both direct sales angles.
Legacy-tech modernization is a non-opportunity and that's a finding, not a failure. The campaign drew no leads. The reason is structural: those systems are old, entrenched and working. The companies running them have no appetite to migrate. One campaign closed a segment that could have absorbed months of spend.
Value-based pricing resonates just not cold. The proposition itself lands. The channel doesn't. It converts inbound, when prospects come to Aimprosoft with the problem already in mind, rather than on cold outreach.
The takeaway: a disconfirmed thesis with a clear reason is worth as much as a winning one. Aimprosoft came out of three campaigns knowing exactly where to put the next budget and, just as usefully, where not to.
