CASE STUDY

Enhancing Competitive Positioning

Software Company Refreshes Customer-Centric Messaging to Out-Position Competitors in the As-a-Service Space

The Challenge—Winning as-a-Service Market Share

The SaaS market is projected to reach 232 billion U.S. dollars next year with approximately 30,000 SaaS companies making up that space. While competition is high and winning market share imperative, there are over 14 billion SaaS customers—and that’s only growing. For businesses to capture incremental revenue from new buyers, new verticals, and new use cases, a combination of competitive intelligence and customer research can inform the right customer messaging that engages and converts buyers.

How MarketBridge Enhanced Competitive Positioning

MarketBridge worked with a software provider to develop a compelling story that conveys a buyer-centric voice and superior customer experience focused on deep customer and competitive intelligence. By refreshing positioning with needs-based messaging that conveyed value to customers, we helped them best highlight their differentiators versus key competitors.

Access the case study to learn how we accomplished these three objectives:

Conducted research to understand the buyer priorities and challenges with needs-based messaging
Established Messaging and Positioning Architecture (MPA) using research findings and the software company’s vision
Developed personas using overall messaging architecture