Growth : Marketing
Scalable Demand Generation Engine
Growth
Marketing
This page explains how AVX generates demand, attracts high intent traffic, converts prospects into demos and transforms demos into paying multi product customers. It defines who we sell to (ICP), the marketing funnel stages, the message and content strategy, the channel-level execution plan and the CAC composition.
1. Ideal Customer Profile (ICP – Who We Sell To)
AVX operates across multiple verticals. Despite category differences, the decision makers share consistent patterns. The marketing strategy is built around these four core ICPs.
Who they are:
Responsible for e-commerce performance, operations and digital transformation in furniture, rug, flooring and home improvement brands.
Pain points:
- High return rates
- Low online conversion
- Expensive product photography and content production
- Difficulty showing real scale and color accuracy
- Slow decision cycles
Motivation:
Reduce return rates, improve conversion, modernize digital experience, reduce content workload.
Buying trigger:
Needs fast and accurate product visualization to support online customers.
AI Impact on ICP: AI-powered visualization, recommendations and try-on experiences increase confidence and reduce decision friction.
Who they are:
Digital commerce leaders seeking to increase trust and conversion for visually sensitive products.
Pain points:
- Low purchase confidence due to lack of realistic visuals
- Difficulty displaying sizing, variants and color accuracy
- High dependency on photography
- High cart abandonment
Motivation:
Increase conversion through realistic visualization and virtual try-on.
Buying trigger:
Looking for VTO and real-time visualization to improve customer confidence.
AI Impact on ICP: AI-powered visualization, recommendations and try-on experiences increase confidence and reduce decision friction.
Who they are:
Leaders responsible for high value, slow moving product categories (boats, machinery, vehicles, etc.)
Pain points:
- Long sales cycles
- Complex configurations difficult to communicate
- Excessive engineering involvement during quoting
- Slow proposal creation
Motivation:
Shorten sales cycles, reduce engineering hours, provide real-time configuration and CPQ.
Buying trigger:
Needs instant visualization and quoting for high-ticket sales.
AI Impact on ICP: AI-powered visualization, recommendations and try-on experiences increase confidence and reduce decision friction.
Who they are:
Innovation-driven executives who want to differentiate their brand, adopt next generation technologies early and lead their category.
Characteristics:
- Innovation-first mindset
- Early adopters who embrace new technologies
- Focused on competitive differentiation
- Strong interest in 3D, AR, VTO, CPQ and AI trends
- Vision-driven, seeking "future-ready digital experience" platforms
Pain points:
- Brand experience feels outdated
- Competitors adopting 3D/AR/AI
- High dependence on content creation
- Difficulty proving digital innovation to leadership or investors
- Need for stronger experiential storytelling
Motivation:
Position the brand as a digital experience leader and build long-term competitive advantage.
Buying trigger:
Seeking scalable, multi product ecosystems rather than single-function tools.
Why AVX:
AVX provides a unified visualization, experience and configuration stack that supports long-term innovation narratives and brand transformation initiatives.
AI Impact on ICP: AI-powered visualization, recommendations and try-on experiences increase confidence and reduce decision friction.
2. Marketing Funnel (Awareness → Consideration → Demo → Conversion → Expansion)
The funnel defines how each stage contributes to demand generation and ARR.
3. Message & Content Strategy (What We Say)
Channels show "where" we reach customers. Messages explain why AVX is the right solution.
a. Problem-Focused Messaging
- High return rates
- Low conversion
- Expensive content production
- Complex product variants
- Inefficient quoting and sales communication
- Slow decision cycles
b. Solution-Focused Messaging
- Instant 3D and AR experiences
- AI-powered flooring and room visualization
- Accurate virtual try-on
- Real-time configuration + CPQ
- Multi product, scalable ecosystem
- Faster and more confident buying decisions
- AI Product Discovery (personalized recommendations)
- AI Guided Selling (smart assistant for product decision)
- AI Visual Configurator (automatic 3D variant creation)
- AI Lead Intelligence (predictive scoring)
c. Thought Leadership Strategy
A core driver of inbound and trust-building:
- Annual "3D Commerce & Visualization Report"
- Segment-specific webinars
- Deep-dive case studies
- Executive-level insights on 3D, AR, AI, CPQ
- Comparison content (3D vs traditional photography)
- Technical articles on WebGL, AI and CPQ
- Weekly LinkedIn analysis and industry commentary
- AI innovation content (how AI transforms 3D, AR, CPQ and VTO)
This strategy lowers CAC and increases credibility.
4. Channel-Level Strategy (How We Execute)
Each channel has a different purpose and north star metric.
Target: Jewelry, furniture, flooring, home improvement
Role: Fast demand generation
AI Impact: AI creative generation improves ad CTR and reduces cost per demo
Target: AR, VTO, 3D configurator, CPQ queries
Role: Reduce long-term CAC
AI Impact: AI-assisted content velocity increases ranking speed
Target: Marine, industrial, configurable systems
Role: High revenue, fewer leads needed
Partners: Creative agencies, e-commerce platforms (Shopify, WooCommerce, ikas, Trendyol)
Role: Scalable, low-cost customer flow
Assets: Reports, webinars, executive posts
Role: Reduces friction in consideration stage
Role: Educate, show use cases, build urgency
AI Impact: AI-personalized sequences improve demo→paid conversion
4.1 Channel Comparison
Each channel operates at different speeds, CAC levels and maturity timelines. This table provides a strategic view of when each channel delivers impact.
| Channel | Speed | CAC | Maturity Timeline |
|---|---|---|---|
| Outbound | Fast | Medium | 0–12 months |
| Paid Ads | Fast | High | 0–12 months |
| SEO | Slow | Low | 12–24 months |
| Partners | Slow | Low | 12–24 months |
| Thought Leadership | Medium | Very Low | 12–24 months |
5. CAC Breakdown (Operational transparency)
The numerical CAC breakdown from your page remains unchanged. Below is the interpretation layer that aligns the numbers with strategy.
Interpretation:
- Paid ads provide the fastest demo volume but highest CAC.
- Inbound + partners steadily decrease CAC over time.
- Outbound is costlier but justified for high-ticket products.
- SEO/content is slow to ramp up but becomes the lowest-cost channel.
- CAC efficiency improves as multi product expansion increases LTV.
- AI improves CAC efficiency by lowering content production cost and increasing conversion at the demo and product exploration stages.
Inbound vs Outbound distinction: Inbound items (Meta Ads, Google Ads, SEO and LinkedIn Organic) represent demand generation and content driven digital campaigns. Meta Ads and Google Ads under inbound represent these campaigns, while outbound covers directly targeted sales activity and cold outreach.
6. Strategic Interpretation
The AVX marketing strategy is built around clarity of target personas, a strong funnel structure, authoritative content, and channel specialization. It ensures:
- Consistent, targeted demo flow
- Strategic alignment between marketing and sales
- Lower CAC over time through inbound and partnerships
- High ARPC growth via multi product adoption
- Strong differentiation through thought leadership
- Predictable and scalable demand generation
- AI enhances the overall GTM engine by improving acquisition quality, conversion rates and multi product expansion
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