SaaS Tier 1 Product Launch:
Campaign Messaging, Creative Direction, GTM Strategy
Partnered with Product Marketing to take FloQast's Reconciliation Management Solution to market.
FloQast's debut of its new advanced workflow Reconciliation Management Solution required a comprehensive go-to-market strategy that included creative messaging/positioning, extensive outreach, and air cover, along with in-app promotion for cross- and upsell opportunities and adoption.
The first step was developing a compelling message that spoke to the misconception that reconciliations either have to be fully manual or fully automated. As a means to differentiate FloQast from competitors who claimed that recs had to be one or the other, I proposed to position the product messaging to present FQ as a solution that took into consideration the nuances of reconciliations that only a company founded by accountants for accountants would know: flexibility is key, as is the freedom to identify which parts of the reconciliation process should be automated.
Leveraging a punchy campaign message, I also proposed fresh and positive-leaning creative (reconciliation management is usually not a positive experience for many accounting teams so presenting visuals that flipped that on its head tapped into the product's potential to provide relief to those teams).
Working closing with Product Marketing, I crafted a comprehensive GTM plan that included:
-
A blog post that was socialized across channels
-
Influencer marketing
-
Sales Enablement like this Product Data Sheet
-
Product Overview video (also shown below)
-
Organic and Paid Social Ads like this
-
Platform Login and In-App Marketing
-
Homepage promotion (see visual above)
-
Email marketing (and subsequent newsletters)
-
On-going inclusion in "always-on" demand gen campaigns