Positioning a Technical Product for Market Success

Written By Isabelle Chiang

Problem: A cybersecurity startup had a strong technical solution but struggled to explain its value to non-technical buyers, slowing down sales and growth.

Approach:

  • Defined a clear value proposition and USPs (Unique Selling Points) tailored to customer pain points.

  • Relaunched website with complex technical features translated into benefit-driven narratives.

  • Improved internal alignment with aligned brand voice and refined sales enablement material.

Outcome:

  • Successful product launch with stronger market traction.

  • Empowered sales team with consistent, customer-focused messaging and materials.

Isabelle Chiang
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Unlocking Growth in a New Market for a Global SaaS Company