Aligning strategy to
sales for a supply
chain software firm
In a highly competitive market, a leading supply chain software company refined its brand messaging to clearly articulate its unique value proposition and competitive differentiation, and executed a cross-channel, integrated marketing program to quickly drive pipeline and sales growth.
PlatinumBlack turned detailed product inputs into crisp, compelling messaging that became the foundation of our marketing calendar.Senior VP of Product Marketing, Supply Chain Sass Company
The client, a leading supply chain software company, faced a significant challenge in aligning and rationalizing its product portfolio after having grown through the acquisition of various "one-off" supply chain software products. This expansion strategy led to a complex and often confusing array of offerings for customers and internal stakeholders alike. Without strong, cohesive messaging across its portfolio and brand identities, the client struggled to differentiate itself and position itself as a leader in supply chain innovation. It also faced internal pressure from its private equity company to boost sales. With the need to quickly generate pipeline but lacking strong, unified GTM messaging, the client turned to PlatinumBlack for help in making its brand strategy clear and effective.
The challenge was to foster a compelling brand narrative that resonated with both existing customers and potential clients, highlighting the client’s innovative approach to supply chain management. Additionally, the company aimed to support growth and market penetration by refining its brand messaging to align with the evolving needs of the sector.
To address the client’s challenges and meet the outlined objectives, we began with in-depth research to understand the company’s current positioning, competitive landscape, and unique value propositions. The research phase was followed by the development of a comprehensive brand messaging framework including brand pillars, positioning statement and value proposition, brand personas and voice, and a messaging strategy.
To bring the brand to market, our team worked closely with the client to develop a comprehensive annual, full-funnel marketing plan across a mix of marketing channels that outlined the creation of various marketing assets, such as events, sponsorships, and paid media strategies. Part of the annual marketing plan included the development of a detailed editorial and content calendar to nurture customers along the buyer journey. After aligning with the client on content topics of focus and a publishing cadence, we took those plans and translated them into action.
We developed the primary marketing assets needed throughout the year, including maintaining the website, developing ads, emails, and press releases, and large-scale assets like videos.
Our team also ensured the necessary marketing technologies were in place for effective campaign tracking and reporting (Pardot, Salesforce, and 6Sense), delivering monthly performance reports and recommendations for optimizing marketing activities to consistently deliver pipeline.
The client’s SaaS enables connections to thousands of partners already in the network with one centralized platform.
“We work with many Private Equity backed companies where speed to revenue growth is as critical as having a conglomeration of disparate products is commonplace. Accelerating growth isn’t easy in a competitive SaaS market, but we were able to help this client achieve it by first stepping back to get the value proposition right across the product portfolio and then developing and executing a full-funnel program that led clients down the buying journey. You’ve got to connect the dots for customers, making the value proposition clear and making purchases more efficient.” — Justin Chatigny, Chief Marketing Officer
The integrated strategy and marketing plan consistently delivered over $9M in pipeline with measurable, positive ROI, including $1M+ in influenced sales.
