CASE STUDY
THE PIXON PIVOT
HOW PIXON TECHNOLOGY TOOK CONTROL OF THEIR PIPELINE WITH A DUAL-THREAT DEMAND ENGINE
READ MORETHE BACKGROUND
GREAT PRODUCT, ZERO CONTROL
Pixon Technology, established in 2018, is a premium distributor of custom-engineered LED displays.
From day one, their business model was simple: leverage their exceptional engineering to distribute premium product solutions through a network of trusted channel partners, such as system integrators and signage installers.
For a long time, this worked perfectly. Pixon never felt the need to market themselves directly to end users. But over time, relying 100% on partners for referrals created a critical vulnerability. Pixon was suffering from "feast or famine" revenue cycles and losing margin share to cheaper, inferior alternatives entering the market.
THE CHALLENGE
THE TURNING POINT
The breaking point came when the market began to shift. End users started requesting specific LED products before they ever approached an integrator.
Pixon realized they had a massive blind spot. While their competitors were running large marketing campaigns to build brand awareness, Pixon was virtually invisible to the actual buyers.
Director Ben Britten admitted the company was essentially a "blank canvas" when it came to digital positioning.
They needed to establish an open dialogue with the market. But Britten admits he was initially sceptical about taking the leap.
HOW WE RESPONDED
THE STRATEGY
Pixon needed to take control of their opportunities without abandoning their vital partner network.
FIRST
SOCIAL ACTIVATION
First, we activated Pixon's social media channels with a strategic dual purpose.
Overtly, it was designed to capture end-user attention
Covertly, it allowed Pixon to speak over their channel partners.
By broadcasting their expertise in the public square, Pixon was simultaneously educating their integrators, proving their market authority, and making it undeniable that Pixon was the premium standard.
SECOND
PARTNER ACTIVATION
Instead of bypassing the integrators, Pixon empowered them, using the certification to attract new potential partners and re-energize existing ones by making Pixon the easiest, most authoritative brand to sell.
HOW WE DID IT
THE EXECUTION
To take Pixon from a "blank canvas" to a market authority, we rolled out the Demand Engine in four phases.
PHASE ONE
ALIGNMENT & EXTRACTION
Tomorrow facilitated our rigorous three-stage onboarding process to translate Pixon's intellectual property into the market.
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Message Mapping: Extracted the technical IP that made Pixon a premium choice.
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Unified Voice: Established a dominant brand tone and visual direction.
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Audience Architect: Identified the exact change drivers effecting the market to ensure the messaging translated into action across every channel.
PHASE TWO
SOCIAL ACTIVATION
We deployed strategic content to grow their following prior to any announcements.
PHASE THREE
EDUCATION FUNNEL
We planned, designed and developed a 90 min video curriculum “Pixon Premium LED Certification” using pedagogical practices that differentiated their educational offering in the market.
Rather than simply upskilling partners on technical details, it was built to empower them to sell the solution to key stakeholders within the market.
PHASE FOUR
SALES COORDINATION
Throughout the entire build, we coordinated directly with Pixon's sales team to ensure the curriculum was timely positioned in front of key accounts right on time.
This allowed us to build momentum by strategically leveraging the new asset to open doors and revive dormant accounts.
THE RESULT
PIXON REGAINED PIPELINE CONTROL
The strategy and adoption of the demand engine transformed Pixon from a reactive distributor waiting for opportunities into a market-leading authority capable of driving its own demand.
THE FIRST WEEK
- 72% Adoption Rate: Targeted channel partners engaged with the new curriculum within the very first week.
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53% Audience Growth: The end-user social media strategy successfully grew their presence organically in the three months prior to the curriculum launch.
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Participants began to actively request quotations.
The system and relationship continue to grow.
Culture Shift
Most importantly, the internal culture shifted. The process triggered several "light bulb moments" for the leadership team, moving marketing up the priority ladder, fostering new ideas to improve the business and replacing Ben's initial scepticism with total confidence.
Today, Pixon Technologies continues to sell through their valued partner network—but they are now the ones leading the market narrative with authority, generating the demand to support their partners, and controlling their pipeline.
MEET THE FOUNDER
I'm Brad Eather
Over the past decade, I’ve led traditional sales teams, opened new markets, and sold high-value solutions into industries where trust drives results.
But that traditional approach changed during the pandemic. That was the moment when traditional sales activity changed forever and the buyer finally moved online.
During that time I was forced to adapt, returning to my academic roots in Digital Communications to build a new kind of sales strategy. One grounded in a foundational understanding of how people actually behave online.
Through that lens, I built pipeline from scratch, generated conversations without cold calls, and closed deals without ever setting foot in a room.
Today, I create the systems that allow others to do the same.
