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SKIDATA has long been at the forefront of access control and management, providing solutions for parking, stadiums, airports, and entertainment venues across the world. As the company looked to expand further into North America, it needed more than just a sales strategy—it needed a full-scale market repositioning that would redefine its brand, marketing, and customer engagement.
Watson worked alongside SKIDATA for over 15 years, helping to evolve the company’s B2B marketing, digital presence, and sales strategy into an integrated and scalable operation. From developing SaaS platforms for professional sports teams like the 49ers and Yankees to expanding SKIDATA’s access control systems into corporate campuses like Nike and Apple, Watson played a key role in transforming SKIDATA’s position in the U.S. and beyond.
SKIDATA’s legacy in Europe was well-established, but the North American market required a different approach. Buyers were more focused on seamless integrations, automation, and data-driven decision-making. With industry sectors ranging from sports and entertainment to transportation, commercial real estate, and government facilities, Watson developed a targeted messaging and sales strategy that aligned SKIDATA’s offerings with the specific needs of the U.S. market.
Primary and secondary research shaped the core messaging, ensuring that SKIDATA’s solutions weren’t just about access control—they were about connected experiences, security, and operational efficiency. Watson developed an end-to-end content strategy, creating white papers, thought leadership, and educational resources that positioned SKIDATA as the premier provider of intelligent access management.
The marketing strategy wasn’t just about awareness; it was designed to drive conversion. B2B lead generation campaigns, sales enablement tools, and digital automation ensured that SKIDATA was reaching key decision-makers in stadium operations, urban transportation planning, and enterprise security.
To make an impact in North America, SKIDATA’s brand needed to feel as modern and high-tech as the solutions it provided. Watson worked on a comprehensive brand refresh, elevating SKIDATA’s visual identity, website experience, and marketing collateral to match the expectations of corporate and government clients.
The website overhaul focused on customer pathways, ensuring that potential buyers—whether they were in parking management, airport security, or sports venue operations—could quickly identify how SKIDATA’s solutions met their needs. The messaging was designed to translate complex technical offerings into clear, solution-oriented narratives, making it easy for prospective clients to see the impact of SKIDATA’s products.
Watson also worked extensively on video storytelling and marketing automation, creating dynamic content that showcased SKIDATA’s technology in action. Case studies, animated explainers, and customer success stories reinforced SKIDATA’s expertise while guiding prospects through the sales funnel.
For SKIDATA, in-person engagement remained a critical part of the business development process. Watson led the planning and execution of high-impact trade show activations, conference presentations, and industry partnerships, ensuring that SKIDATA was front and center at events that mattered.
Customized event marketing strategies included interactive booth experiences, live technology demonstrations, and data-driven follow-up campaigns that nurtured leads well beyond the conference floor.
One of SKIDATA’s biggest transformations was the shift from hardware-based solutions to SaaS-driven platforms. Watson helped SKIDATA navigate this transition, repositioning its offerings to focus on cloud-based access control, data intelligence, and automation.
The development of SKIDATA Connect, a platform that integrates visitor experiences, infrastructure, and partner solutions, marked a significant turning point. Watson helped articulate the platform’s value, ensuring that clients understood how SKIDATA Connect could enhance their operations through smarter, data-driven access management.
This transition also required a new approach to sales and customer acquisition. Watson worked on refining SKIDATA’s pricing models, subscription strategies, and onboarding processes, making it easier for businesses to adopt and scale SKIDATA’s solutions.
As SKIDATA’s presence grew in North America, so did its value in the global market. Watson’s work in refining the brand, strengthening B2B sales operations, and implementing scalable digital marketing strategies contributed to SKIDATA’s increasing attractiveness to investors.
In 2024, SKIDATA was acquired by ASSA ABLOY, a global leader in access solutions. The acquisition marked a new chapter for SKIDATA, further cementing its role as an industry leader in intelligent access control and security solutions.
Over the course of 15 years, Watson helped SKIDATA evolve from a hardware-focused company into a digital-first access management powerhouse. The transformation wasn’t just about marketing—it was about strategic positioning, sales enablement, and creating long-term value.
From stadiums and airports to corporate campuses and urban infrastructure, SKIDATA’s reach continues to grow. With a strong brand foundation, data-driven marketing, and a scalable B2B sales strategy, the company is set up for continued success under its new ownership.
What began as a focused campaign in sports and entertainment expanded into a full-scale North American strategy that reshaped the company’s trajectory. Watson’s role wasn’t just about increasing awareness—it was about driving real business outcomes, increasing sales, and creating a legacy of growth.
The future of access management is connected, intelligent, and seamless. With Watson’s strategic guidance, SKIDATA is leading the way.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
