Refining Messaging and Positioning for a SaaS Client Feedback Tool
I was approached by the owner of an online feedback service targeting B2B businesses and professional services. With the fast-paced and competitive nature of the feedback industry, they were struggling to keep up with marketing while also managing their clients and business operations.
They needed expert marketing guidance, particularly because of my experience in professional services, which aligned with their target market.
Stepping in as an Outsourced Marketing Manager
The business brought me on board as an outsourced marketing manager, bypassing the need for an initial marketing plan. This approach worked well, allowing me to dive straight into the work and start making an impact from day one.
Perfecting the Pitch
My first task was to overhaul the main pitch deck and marketing materials. The original content was too wordy and visually uninspiring, so I collaborated with the owner to sharpen the messaging, making it crisper and more engaging. We shifted the focus from product features to the benefits clients would gain from using the system, ensuring the pitch deck was as compelling as possible.
Aligning the Messaging Across Platforms
Once the pitch deck was finalised, we used it as the foundation for the company’s core messaging. We updated social media profiles, revised the website’s positioning, and revamped the homepage, including adding a video to reinforce the key points. Ensuring consistency across all platforms was essential before launching any further marketing initiatives.
Building the Basics
With the foundational elements in place, I then focused on setting up basic strategies for blogging, social media, and email marketing. The retainer contract is ongoing, and we’re already seeing progress, particularly with LinkedIn engagement. We’re also preparing to launch an email campaign to test messaging and subject lines, while simultaneously reviewing the pricing strategy to ensure our packages are competitive and appealing to our audience.
This project highlights the importance of strong messaging and consistent positioning, especially in a fast-moving industry, and demonstrates how targeted marketing support can drive meaningful results.
How I can help you
If you’d like to find out more about how I can help you with your strategic marketing click on some of my services below or book a discovery call.
