MESSAGING EVOLUTION

Evolved Messaging to Support Expanded GTM

THE NEED

After seeing significant growth in the Alcohol industry between 2022 and early 2023, AnyRoad leadership identified a path for increasing our TAM to ensure continued expansion for the business. This included 1) expanding our efforts more broadly into the CPG and Retail sectors, and 2) a deeper focus on consumer events and  loyalty programs as new use cases for our product.

Our existing messaging was targeted towards Alcohol brands with a recurring experiences use case, and so we needed to evolve it to better support our expanded GTM motion.

THE SOLUTION

I led an initiative to evolve our messaging, deliver comprehensive updates across all AnyRoad surfaces and collateral, train our revenue teams, and bring our narrative to life in the market.

The Process

Market Research: Product marketing conducted thorough research on our target buyers and market landscape. As part of the research, we interviewed existing customers, potential buyers, and industry thought leaders to validate our initial positioning and ensure a deep understanding of their challenges and our platform's potential to solve them.

Quick Wins & Early Feedback: Took an iterative approach that allowed our revenue teams to start seeing the impact faster, get internal buy-in early, and fine-tune our final messaging with feedback from real-world sales conversations. Within the first two weeks of kicking off the project, sellers had a one-slide messaging cheat sheet to guide conversations with active opportunities and 1:1 sessions with enablement to help them absorb the content and give them a single channel to provide feedback. Not only did this give them something to start using right away to maximize impact, but it helped revenue teams feel ownership of the new messaging to increase adoption and overall success long term.

Framework Build: Built out a full-scale messaging framework that provided messaging across multiple levels, including our corporate narrative, outcome statements, detailed value drivers, differentiation, and customer proof points. At various points during the development of the messaging and framework, I presented updates to leadership and field teams to collect feedback and adjust as needed.

New Sales Deliverables: Delivered comprehensive new persona and deal influencer resources to help revenue and product teams deeply understand the different personas that we need to speak to for these new industries and use cases. Updated our pitch decks, one pagers, and demo flows to incorporate our new messaging.

Enablement & Certification: Developed a certification program for revenue teams to maximize adoption and effectiveness of new messaging and materials. Conducted individual certification sessions, providing feedback and coaching sessions with all sellers, CSMs, and management. Developed a lighter, self-serve enablement program for the rest of the company to ensure alignment across all functions.

Website Updates: Updated both the content across our website as well as the website structure. Changes to the site structure included reorganizing navigation to provide a better prospect journey and adding new pages to support an expanded TAM. The copy across the site was modified to incorporate our new messaging and better convey the value of our platform to our target audiences, while visual changes were implemented to deliver a clean UX and enterprise-ready look and feel.

Marketing Plan:  Partnered with Revenue Marketing to design comprehensive campaigns to support AnyRoad's new, expanded TAM. I led our small-but-mighty marketing team in building out a plan that touched the right channels, with the right message, at the right altitude to amplify our message throughout the market. I provided guidance and direction on the themes, tactics, and timing that would resonate most with our target audiences and reviewed campaign assets regularly.