Crafting a Winning Positioning Strategy for a B2B SaaS Company

How Rippler Group used market research, product differentiators, and messaging to differentiate a company and drive revenue growth

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About the Company: Utmost

Utmost was a B2B SaaS startup that offers a powerful platform for managing contingent workers.

Founded in 2018, the company's mission is to help businesses simplify and streamline their contingent workforce management process.

With a focus on enterprise-level organizations, Utmost.co's platform provides comprehensive functionality for sourcing, onboarding, managing, and paying contingent workers, while also ensuring compliance with labor laws and regulations.

After a market disrupting event that shook the company's position and pipeline, Utmost relied upon Neha to lead a respositioning effort.

Approach

Utmost, after a market-disrupting event, was struggling to differentiate themselves in a crowded market. They sought to reposition themselves to focus on the target customer. The company relied on Neha to help them drive and execute the repositioning strategy.

Market Research & Analysis

Neha conducted in-depth research and ran workshops with key stakeholders to delve deep on customers, product capabilities, competitors, and industry trends. A large focus was on analyzing the company's target audience, their pain points, and buying behaviors.

Messaging Strategy

Based on the research findings, Neha developed a messaging strategy that clearly communicated the company's unique value proposition. The newly-created messaging resonated with the target audience, highlighted the company's key differentiators, and differentiated Utmost from their competitors.

Content Creation

Neha led her team to create new content that aligned with the company's new messaging and repositioning strategy. This included blog posts, case studies, podcasts, webinars, and social media content that helped the company establish themselves as a thought leader in the industry.

Solution

The repositioning was quickly adopted across the entire company and board, and was systematically and thoughtfully showcased acrossed multiple channels including digital, partners, analysts, and more.

The repositioning drove pipeline momentum and was supported with strategic execution. 

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Brand Awareness

The company's new messaging and content helped them stand out in the crowded market. They saw an increase in brand recognition and awareness, as well as an increase in website traffic. For example, the paudcost grew 73% YoY
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Lead Generation

The new messaging and content resonated with the target audience, resulting in an increase in lead generation. The company saw a 30% increase in qualified leads.
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Revenue Acceleration

The company's repositioning strategy resulted in an increase in revenue. They saw a 40% increase in MRR within three months of executing the repositioning strategy.

Outcomes

Neha's repositioning strategy helped Utmost differentiate themselves in a crowded market and establish themselves as a thought leader in the industry.

The company saw an increase in brand recognition, lead generation, and revenue. The successful execution of the repositioning strategy led to increased confidence in the company's ability to compete in the market and achieve long-term growth.

In the words of the client

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"Beyond building out and operationalizing the marketing function, Neha really embraced the challenge and opportunity of repositioning the company to drive pipeline momentum, supporting it with clever and strategic execution across multiple channels (for example, market leader placements in analyst reports, brand opportunities, community building, website revamps, and more). She’s a dynamic leader that propelled Utmost forward and I strongly recommend Neha and Rippler Group to any business needing top-shelf marketing strategy and execution!”

Paddy Benson, Co-Founder & CTO at Utmost

Learn more about how a Fractional CMO can help you!

If you want to learn more about Rippler Group and our practice areas, we'd be happy to chat! 

Get in touch to schedule a 15-minute introductory conversation! Let's see if there's an opportunity to drive growth together