rich@guthmarketinggroup.com
(415) 800 8284
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Launching a Series A Company, Brand and Product in the Early Days of SaaS
Series A startup funded by Partech and Peregrine needing to be messaged, positioned, branded, and launched from scratch in six months.
Domains
SaaS
Customer Service
Business Application
Objectives
Challenges
Process
Findings
Solutions
Results
Objectives
Create the marketing content and machine in 6 months and then turn operations over to junior internal resources
Establish new product category for SaaS application to manage building services in upscale commercial real-estate
Develop all digital content to serve marketing program for years
Launch the company and product with press and analysts
Challenges
No marketing infrastructure in place
Minimal budget, requiring a lot of hands-on creation of DIY work product
Early stage startup with few paying customers
Innovative technology forging new product category
Process
Interviewed founders and engineers to understand what they are building and for whom
Interviewed early adopters to understand “what” they bought and “why”
Interviewed sales to understand what they are currently “selling”
Researched alternate legacy solutions for pertinent messages and differentiation
.
Findings
Real Estate management companies were new to using technology to manage building services
Real Estate management companies were new to using the Internet for communicating with tenants
Needed to evangelize the solution and educate audience on the possibilities
Needed to emphasize the services business benefits, bypassing technical jargon
Solutions
Created multi-level messaging platform to address all levels of company communications
Developed 2 page messaging summary with elevator statements for sales and other customer-facing resources
Wrote multiple pages of hierarchical boilerplate to repurpose on website, in collateral and in outbound marketing campaigns
Results
Workspeed grew and was eventually merged with MRI
MRI subsequently acquired by GI Partners
Related Works
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