Defining and Leading the Market
In business since 1985, Xata Corporation has long been a technology leader in a crowded, yet – in the industry’s early years – peripheral marketplace: fleet telematics software for the trucking industry. Recent federal laws requiring electronic on-board recorders (EOBRs) electrified this formerly sleepy sector, and Xata faced a business crossroads: to maintain the status quo with its legacy products, or go boldly into uncharted territory with an entirely new and untested model.
Bellmont Partners, along with Xata’s other agency partners, worked with the internal marketing team to bring the company “all-in” on mobile technology, rebranding and re-engineering the flagship product as well as the company itself. The newly-minted XRS Corporation launched its newest product in 2013, garnering attention from the industry as the only 100-percent mobile trucking intelligence solution. By the end of 2013, it had earned nearly 300 prominent media mentions, an award from the Minnesota High Tech Association and two MarCom Awards for outstanding PR and brand communications, all of which helped drive the company’s stock to its highest price in more than two years.