Positioning a SaaS digital sales tool to help break into new markets.
- Services Provided
- – Positioning
- – Brand Strategy
- – Brand Voice
- – Messaging Platform
- – Go-to-Market Strategy
- – Visual Identity
Small and medium-sized business owners used to rely on local radio, newspapers, and yellow pages for marketing and advertising.
In today’s digital era there are so many ways to reach customers that it’s almost impossible for businesses to know where to spend their marketing dollars. In order to thrive, these businesses must not just keep up, they must stay ahead.
BuzzBoard is a digital selling tool that consolidates and streamlines the media buying process, resulting in a win-win for salespeople and business owners. Salespeople use BuzzBoard to educate and help buyers accelerate growth, outpace the competition, and get back to doing what they do best.
We helped reposition the BuzzBoard Sales Enablement Platform as a SaaS solution and developed a brand strategy to support its international growth strategy.
What We Learned Along the Way
Start with positioning.
It is hard to develop a brand strategy without firmly knowing what category you’re in. Understanding who you are selling to, and what your pricing model will be, is a critical first step. From there, it will be much easier to articulate why you matter and define your value proposition.
Don’t take the personal touch out of the selling process.
Selling requires a relationship based on confidence and trust between two people. Insights and knowledge empower both parties, but the real magic happens when all these pieces come together in real time. Focusing on a desired emotional impact is a great way to help differentiate a brand versus honing in on features and benefits.
Selling to the enterprise.
Shifting your sales team’s focus to the C-suite and the enterprise is not an easy feat. Often times the sales team that got your product off the ground is not the same team that will successfully sell to the enterprise and C-suite. Find the right sales leadership for this shift, get the right strategy in place, and let them lead you. Too often founders get stuck in what was.
“What a super smart team – part business strategy, part brand strategy, part therapists. We couldn’t have done this without them.”
Trevor Nadeau, General Manager at BuzzBoard
Bringing Strategy to Life
BuzzBoard is a connector that takes the complexity out of local media sales and makes things more human again.
The BuzzBoard visual identity shifted to become more sophisticated, simple, and refined. It has a friendly appeal that suggests human emotion and connection are core to the brand.
Look and Feel Moodboard
Experience that Works
Be a fly on the wall.
We were fortunate enough to join the BuzzBoard team for their annual offsite retreat. This was a great opportunity to get to know the team, and learn more about their business in a relaxed atmosphere. People were more willing to open up about challenges and opportunities and it put our entire process on a fast track.
A picture tells a 1000 words.
When it comes to visual identity we think it is easier to show someone what you mean versus tell them. Our visual moodboard workshop is a great way to get everyone on the same page and speaking the same language. After all, what looks “modern” to one person is something very different to another.
Follow the Sales Guy.
If you want to know what customers think of a product, you have to go on sales calls. Don’t develop messaging and positioning without shadowing a top sales person. It is the very best way to learn about stumbling blocks, what customers really care about, and test new messages in real time.
Think big, but don’t lose sight of current customers.
It is great to have a vision and shoot for the stars, but it is equally important to make sure your strategy works for the short term as well. Engage the sales team in the process and make sure your work supports their immediate sales needs. Their performance is measured based on what they are able to deliver today. Anything that works against that will likely be met with resistance.
