Developing the B2B go-to-market plan for a highly technical product
Situation
Our client, a start-up software-as-a-service (SaaS) provider, was seeking to sell a suite of APIs (application-programming interfaces). Since our client was new to the SaaS space, the challenges were to clearly articulate the value proposition for the API product suite and to understand how to prospect within the high-tech, developer ecosystems.
Approach
The trick to marketing a complex technical product set is composing messaging that clearly articulates how it benefits the user. Orchid Strategy Group was engaged to help our client develop a strategic and tactical go-to-market plan. We delved into the competitive landscape and provided an analysis of key competitors. Based on these and other marketplace learnings, we constructed the SWOT analysis, including insights regarding key stakeholders with an understanding of their pain points and how they make decisions. We also collaborated with the newly formed sales team to establish a baseline of the digital sales strategies that would serve to define their efforts.
Solution
Orchid Strategy Group created a go-to-market plan that strategically informed the client’s approach, starting with target personas (developers and business people) and a product value proposition. With a focus on practicality, we translated this work into an "elevator pitch" and message maps to jumpstart the sales and marketing efforts. Next, we constructed a segmentation framework to understand the end-user type and company size (SMB to large enterprise.) Verticals were mapped into the framework, with specific companies identified and assessed for potential value. Now armed with a messaging and targeting approach, we created a communications plan specifying various tactics and timing.
Results
After successfully rolling out the strategic assessment and recommendations, our client is now in the process of securing early, reference customers. To further support their success, Orchid Strategy Group has been engaged to create a sales toolkit including pitch presentations, cold/warm calling sheets, email templates, and vertical sales support materials.