Productiv: Customer Messaging Platform and Category Development

Category and Messaging Development Case Study Interviews research

Background

Productiv provides application engagement analytics for IT leaders who are rethinking SaaS management. Only Productiv goes beyond login data by looking at more than 50 engagement dimensions, helping enterprise customers continuously rationalize their application portfolio and answer questions about application investments and effectiveness with contextual insights about actual use. Backed by Accel and Norwest Venture Partners and founded by veterans from Amazon, Google, and LinkedIn, Productiv helps companies like Fox and Equinix maximize application value in a way that is right for their people, their budget, and their business.

Business Problem

In the summer of 2019, Productiv had just emerged from stealth mode. It had a number of loyal customers and a strong value proposition, but the team needed to be able to consistently articulate that proposition across all communication channels and customer touchpoints. Productiv was looking for a partner that could apply a disciplined, rigorous approach to developing its customer messaging platform and company positioning, based not only on its own goals and vision as a company, but also on an outside-in view of what was compelling to customers and prospects.

Solution

Callan Consulting executed a several-stage project, starting with a discovery phase interviewing key Productiv executives and stakeholders, followed by interviews with Productiv customers and prospects. Callan Consulting also facilitated two separate half-day in-person workshops to share the interview findings and come to key decisions about Productiv’s positioning and messaging. Callan Consulting then took the output of these workshops and developed a customer messaging platform/business messaging platform, along with positioning statement, audiences, business problems and how Productiv addresses them, benefits, differentiators, and proof points.

Results

Productiv and Callan Consulting ultimately developed customer messaging language, including the category in which Productiv operates, that better resonated with Productiv customers than previously existing messaging. Productiv was very pleased with the results, and immediately began using the new messaging in customer communications, at trade shows, and during analyst briefings. It received excellent feedback from customers and within the first month of rolling it out the messaging already contributed to a 5x increase in engagement in Productiv social media and website content.

Client Feedback

“In today’s noisy and frenetic world, it’s critical that your company’s messaging and positioning hit the mark. Callan Consulting brought creativity, domain expertise, and a battle-tested process to ensure that we landed in the right place and walked away with what we needed to put their work to action right away.”