Executive Summary
Introduction and Background
This SaaS company provides an extensive range of services for American mid-market and large companies seeking global talent, including HR, recruitment, EOR, legal, compliance, real estate, visa, travel support, and tech infrastructure services. The company's flagship product experienced stagnant growth due to unclear value propositions and mixed market perceptions. These inconsistent marketing efforts focused on separate services and occasional channels, while the sales team struggled to differentiate the product from its direct competitors.
Objective
My primary objective was to reinvent and relaunch the company's positioning and messaging with clear competitive differentiation in order to establish a demand generation machine for stable lead generation and sales enablement.
Market Research and Analysis
To accomplish the primary objective, a comprehensive research approach was undertaken. This method involved several steps:
Key insights
[01]
Three primary solutions for hiring abroad: outstaffing/outsourcing, own office, and EOR.
[02]
Companies prefer having their own office abroad but often opt for outsourcing due to country risks and administrative overhead.
[03]
Customers value an all-in-one approach, including proper talent sourcing, operational support, and local partnerships.
[04]
Market trends indicate a significant portion of US companies hire tech talents outside the US, primarily to cut costs and focus on core business objectives.
Key conclusion & Decisions
[01]
Group services into three categories: Recruitment, EOR, and operational support.
[02]
Use "building your own office 2.0" as an umbrella offering to highlight providing the best option without common drawbacks.
[03]
Employ a differentiator-based archetype for positioning, specifically against outsourcing/outstaffing at the top-of-the-funnel.
Positioning Statement:
For US-based mid-market and enterprise technology companies needing to hire software engineers globally at scale, the "Your own R&D center solution" is an EOR platform with recruitment services to help companies open an office overseas. This includes hiring, EOR, and operational support on the ground.
Key results
This positioning & messaging framework became a foundation of the company's new marketing strategy, including go-to-market strategies for new products and methods for expanding to new locations.
After initially testing this approach and launching full-scale marketing campaigns, this positioning and messaging brought success in both lead generation (100% YoY) and meaningful revenue growth.
Lessons Learned:
The importance of thorough market research and customer insights.
The need for clear differentiation and education for new product categories.
The positive impact from focusing on a well-defined target market for complex solutions.
Actionable Recommendations:
[01]
Revamp marketing collateral
Update website content
Create new sales enablement materials
Develop case studies and collect testimonials.
[02]
Strengthen Internal Alignment
Conduct training sessions and workshops
Establish a feedback loop
Regularly communicate updates and successes internally.
[03]
Monitor and Measure Success
Define KPIs
Utilize analytics tools
Schedule regular reviews to assess progress and adjust strategies.
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