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Catching Up After a Change in Leadership -- Pyxis Technology, Inc.

Marketing Challenge:

Within two years of company launch, Pyxis Technology, Inc, which delivers next-generation integrated circuit (IC) routing software and services for system-on-chip (SoC) designs, had raised capital, developed significant technology, established partnerships with design-for-manufacturing (DFM) companies, and created an expert technical advisory board .In June 2007, Pyxis hired a new CEO. During the changeover, there was a lag between the company’s product introduction and the marketing efforts to bring information about Pyxis to the electronic design automation and semiconductor markets. The new leadership needed to hone the marketing message and catch up in the marketplace, disseminating information as widely and as quickly as possible.

The Cayenne Method:

Continuing to work for Pyxis, the Cayenne team sat down with the new CEO and the vice president of marketing to develop and execute a strategy that would sharpen the marketing message and reach target markets. The focus was to educate the market on:

  • The need for correct-by-construction, high-performance IC routing software at 45nm and beyond.
  • The advantages of a new approach to routing to reach design closure quickly, with faster IC performance, fewer design rule violations and lower power.
  • How easy it was to integrate Pyxis tools into existing design flows.

Execution of the marketing strategy included wide dissemination of customer successes, joint articles and presentations with customers, a focus on customer successes at conferences, an increase in publication of technical articles and opinion pieces, introducing the new CEO to the editorial community, and the well-received launch of the new NexusRoute product in September 2007.

Results:

Within 6 months, Pyxis’ new NexusRoute product was named as one of the EDN Hot 100 Products of 2007. Within 12 months, executing the marketing strategy resulted in:

  • Articles – 28
  • Mentions in the media – 108
  • Opinion piece publication – 11
  • Press releases -- 6
  • Interview with editors – 14
  • Video interviews – 2
  • Whitepaper publication -- 5

Testimonial:

“We have been very pleased with both the overall level of service and results of specific programs Cayenne has managed on our behalf.”

-- Phil Bishop, president and CEO, Pyxis Technology, Inc.