Fluence Technologies, a Toronto-based financial platform, raised $10M and acquired Xlcubed Ltd. in 2021. Despite challenges as a startup competing against giants like VenaSolutions and IBM, it struggled with marketing due to a disconnect in messaging, focusing initially on replacing Excel. Surveys showed customers valued process automation, data quality, finance employee retention, and proactive business management more. By shifting focus to these areas and leveraging original research for digital content and thought leadership, Fluence improved its market positioning and customer engagement, setting a new narrative that emphasizes understanding and addressing customer needs directly.

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