TXO

Following several acquisitions, TXO originally a local player in sustainable refurbished telecom hardware, sought to redefine its market positioning. The brief was to establish TXO as the trusted global leader in sustainable technology infrastructure lifecycle management, shifting perception from a product-focused marketplace to a solutions-orientated partner.

Through in-depth customer interviews, a key insight emerged: while sustainability was a nice to have, performance and cost still reigned supreme. 

Babel focused on leveraging TXO's existing credibility within the telecoms sector. This involved developing an "Ideal Customer Profile" (ICP) and a "Benefits Ladder" to craft a compelling positioning statement. The strategy hinged on a deep dive into understanding customer pain points related to technology lifecycle management, their language, and how TXO's expanded services could fit into their existing processes. This foundational work informed the development of a clear and consistent message that resonated with the target audience, moving TXO from a product-centric view to a solutions-oriented partner.

The positioning work was fully integrated into TXO's new website, with a fresh design and copy that aligned with the new brand identity and specifically targeted the buyer persona developed by Babel. This online presence was crucial in conveying the new brand identity and service offering to a global audience. The repositioning has been well-received internally, by the board, and by investors, helping to solidify TXO's position as a category leader in sustainable technology infrastructure lifecycle management.