Marketing Consulting: (Cloudinary)
Cloudinary hired Dave Brewis to deliver consulting in relation to the positioning of Nexus, a new DAM product aimed at SMBs.
Dave and team led and conducted exercises across the following four areas:
1) Target Audience / Actionable Segmentation.
2) Positioning against the problem / Selling to the target end user.
3) Understanding how Nexus competitors position their product.
4) Understanding how current Nexus customers use the product and which features they value and why.
Cloudinary, like many tech/SaaS companies have adopted a PLG model for their freemium / self serve-product. Solid Positioning Work is crucial in order to establish Ideal Customer Profile and Product Market fit.
Positioning is the foundation on which effective Marketing Strategy, Brand Identity, Messaging, Creative Briefs, Campaigns and Content can be built.
A clear understanding of the customer and the problem you are solving, allows SaaS marketers to describe the value of the product, and deploy content which will resonate with target-end-users. This is especially crucial if adopting a PLG model.
The work resulted in exact product positioning, enabling Cloudinary to build out the GTM for Nexus.