Repositioning from functional to essential

How do you help a SaaS company stand out in an increasingly crowded space?

By embracing your role as champion of your audience.

Services

Brand strategy
Brand architecture
Primary research
Brand personas
Messaging framework
Campaign concepting

Opportunity

ActiveCampaign was in danger of being all things to all people. With new AI capabilities being developed and major shifts in the product set, ActiveCampaign needed to focus its brand target and create differentiation at the brand level to generate value and demand for the brand greater than a feature/price comparison.

Solution

Competitors focused on educating marketers about best practices and pushing them to scale up. We created distinction for ActiveCampaign by championing small business leaders wearing many hats – sophisticated, ambitious, and scrappy.

Result

A new brand strategy, customer personas, and first-ever brand campaign that rallied internal teams behind a single idea and roadmap, and helped their audiences externally know why ActiveCampaign is the only marketing automation platform proud to be for them.