Go-to-market Strategy & Positioning
The Challenge: Prism, a SaaS product rich with features, for live music venues, agencies, and promoters, was facing a critical disconnect between its offerings and its market perception. The website was often confused to be live music software for musicians, and messaging hadn’t evolved alongside the product, leaving potential customers confused and disengaged. With no clear messaging around key features, or go-to-market strategy, and a website attracting the wrong audience, Prism’s growth was stagnating. It was evident that without a deep understanding of the target audience and a strategic overhaul, Prism would continue to struggle.
Go-to-market Strategy
Audience Research
Customer Research Program: Conducted interviews and surveys with champion clients and power users to uncover pain points, desires, and needs of our target market.
Audience Insights & Segmentation: Developed detailed psychographic profiles and personas based on research findings, enhancing understanding of the target market.
Strategy Impact: Used these insights to reshape marketing strategies and inform the product roadmap.
Go-to-market Strategy
Team Alignment
End-to-end GTM Model: Partnered with Product, Customer Success, Sales, and Marketing teams to develop a comprehensive Go-to-Market model, aligning workflows and laying the foundation for scaling product and feature launches.
Launch Readiness: Equipped all teams with the necessary information and resources to ensure consistency, maximize reach, engagement, lead generation, and conversion.
Go-to-market Strategy
Website Upgrade
Data-Driven Messaging: Partnered with Sales, Product, Marketing, and Customer Success to overhaul messaging based on customer research, ensuring all messaging was clear, up-to-date, and aligned with internal team knowledge.
MVP Website Redesign & UX: Analyzed customer research and analytics to lead a full refresh of the website design, introducing new copy, design, and creative assets to better showcase the product’s evolution and new benefits—creating a better first impression and an engaging user experience.
The goal was to create an MVP website that generated better-qualified leads for Prism and captured existing inbound interest.
Website Redesign & Messaging Overhaul
Creative Direction & Design
In-depth audience research and industry trends used to redesign Prism’s online presence.
Go-to-market Strategy
Content, Thought Leadership, and Promotion
Community Building: Positioned content to serve the live music industry, enhancing credibility and trust within the community.
Content Creation: Developed a mix of high-value content, including industry news, opinion pieces, long-form SEO blogs, and a podcast series to establish Prism as a thought leader.
Semantic SEO Focus: Crafted long-form blogs targeting topic clusters, semantic queries and relevant keywords to improve search rankings, increase organic traffic, and generate qualified inbound leads.
Social Media Advertising & Promotion: Used micro-content like short videos, quotes, and snippets on social media to capture attention and drive traffic to full articles, blogs, and podcasts. Leveraged targeted ads to funnel traffic to the website, building awareness and driving conversions.
Written, podcast, and video content, focused on providing value at every stage of the customer journey.
Content Strategy, Editing & Writing
