The Client
Market Structure EDGE developed a decision-support analytics platform designed to help traders use market structure data to shape portfolio decisions. As the company prepared to bring its SaaS product to market, it needed a brand and marketing approach that could communicate the sophistication of the platform clearly while making the product approachable to prospective users.
The Challenge
Market Structure EDGE was introducing a new type of trading analytics experience to the market. The company needed to do more than explain how the platform worked — it needed to build a recognizable brand, educate prospective users, support trial adoption, and convert interest into paid subscriptions. That required a connected approach across brand development, customer education, digital acquisition, and ongoing engagement.
The Solution
Brand Iron worked in tandem with the Market Structure EDGE team to build a brand that reflected the platform's forward-thinking, high-tech positioning, then supported it with a connected go-to-market strategy spanning strategic partnerships, content and social media development, digital advertising, PR campaigns, and marketing automation. A dedicated automation campaign nurtured and educated prospects throughout the platform's 14-day free trial, creating a clearer path from awareness to trial to paid conversion.
What Brand Iron Delivered
Brand Development
Brand Iron helped develop a brand identity and market presence aligned with the sophistication and innovation of the Market Structure EDGE platform.
Digital Advertising
Multi-channel digital advertising helped attract new prospective customers and drive traffic to the platform.
Content & Social Media
Brand Iron supported content and social media development to educate the market, communicate the product's value, and maintain engagement with prospective users.
PR & Strategic Partnerships
PR campaigns and strategic partnerships expanded awareness and helped introduce the platform to a broader trading audience.
Marketing Automation
Brand Iron developed a marketing automation campaign that nurtured and educated prospective customers throughout the 14-day free trial, giving Market Structure EDGE a structured way to keep prospects engaged as they learned the platform and moved toward becoming paid subscribers.
A Closer Look
Turning a Complex Product Into a Scalable Growth Story
Market Structure EDGE had an innovative product, but innovation alone wasn't enough to create growth. The platform needed a brand that matched the sophistication of the technology, marketing that could attract the right users, and a customer journey that could educate prospects and move them toward conversion. By connecting brand development with digital acquisition, content, PR, partnerships, and marketing automation, Brand Iron helped Market Structure EDGE build a stronger foundation for taking its SaaS platform to market. According to the original case study materials, the result was measurable growth in traffic, subscribers, and revenue — a 228% increase in revenue and a 365% increase in site visitors from Q4 2020 to Q1 2021, with paid subscribers more than quadrupling in a single quarter.
