IQX is a company and a technology. It has been around since 2009, and has teams and facilities in both Central and North America, relationships with some of the largest names in the B2B tech space, and a customer base that spans the globe.
Technically speaking, IQX is an independent software vendor (ISV) that offers a configure, price, quote solution (CPQ) that small to mid-sized businesses (SMBs) and enterprises (enterprises) use to automate the sales proposal process, from soup to nuts — rather, from when a quote is designed to when it is simply signed.
With professionally created, vertically targeted sales proposal templates, a product and pricing configuration engine, and sales quote tracking functionality at the micro (a specific quote) and macro (all quotes from all reps) levels, the solution helps companies with anywhere from 3 to 3,000 sales reps improve the most critical step in the sales lifecycle.
Able to be used as a standalone solution or integrated into leading CRMs (Salesforce, Dynamics, Zoho, and more) and ERPs (Oracle, AX, GP, and more), IQX has helped customers reduce sales proposal costs by as much as 70%, turnaround times by 50%, and errors by 95%.
But it’s only recently, since partnering with Cozy, that IQX has seen its brand and bottom line grow by leaps and bounds.
Slight exaggeration, because there was light, but what that light revealed of IQX was often less than flattering, and rarely did much to serve the strength of the company’s technology nor the professionalism of its people.
The IQX website was functional, but didn’t have much of a public profile (looking at Google searches, they weren't on page one for any competitive non-brand keywords). The site was a place for existing customers to access their CPQ software, and little else.
Why such a — to put it politely, but accurately — Y2K look and feel for both the brand and its website in the pre-Cozy era (2009 - 2016)? Don’t blame IQX: its expertise is in CPQ software and the implementation and selling thereof, not branding or website design or marketing.
“As a small start-up we did not have the luxury of hiring a marketing team, much less a marketing director,” says Spritzer. “Our previous website was created and managed in-house by our programming team for years.”
For most SMBs, this is a familiar pain point: expertise is often in the product or service provided, not necessarily the public-facing presentation (the marketing) thereof. And like many SMBs, IQX also had expertise in the one-to-one selling of the product or service, not necessarily in the marketing and lead generation tasks that make more of those one-to-one relationships possible.
Spritzer knew that IQX obviously needed a facelift, but its needs went deeper:
“It was time for a complete brand refresh, and Cozy was able to help us with a new logo, website overhaul, and a new, more modern look and feel for our company. Beyond these initial efforts, we needed to find a digital design and marketing company that could serve as our out-sourced marketing department. We found exactly that level of partnership with Cozy, which also found a way to make everything work within our budget constraints.”
The space IQX competes in is highly competitive; its new look had to set it apart while instilling what one can best call “confidence via conformity.” Prospects considering IQX were also likely reviewing solutions from bigger fish with a more standard B2B look and feel (see Steelbrick, owned by Salesforce). The goal of the new IQX logo and website was to capture attention, but not by “screaming. To instill confidence from within — to look like they belong in a field they’re disrupting.
Cozy’s Rational Design approach made it the ideal agency for this task. It applied a condensed branding methodology, including:
- A full logo process — resulting in a logo pack replete with the logo in full color, monocolor, white, and black alternates, plus standalone marks and logotypes
- Typography standards
- Iconography and illustration
- All wrapped up in a styleguide the whole IQX team could use to improve all of their company communications.
In the end, Cozy took IQX from this: