Challenge:  A SaaS company wanted to elevate its impact in a crowded, noisy market with compelling messaging vs. large marketing spending.

Approach:  Mapped competitor positioning and messaging to uncover white space for the company’s new positioning. Designed and analyzed customer survey to measure awareness and perception of the company and its competitors and understand what attributes and positioning the company could own vs. the competition. Developed customer personas based on previous surveys and internal interviews to understand where the customers were in their adoption journeys and what messaging and attributes would be most relevant to the various personas.

Result: Developed new company positioning and messaging campaigns, which were incorporated in all aspects of their communications and marketing.