What happens when your product grows beyond its existing market?
Visionary founders like Manoj Ramnani are always thinking about how to expand the capabilities of their products to meet growing market demands. In the B2B lead generation and pipeline space, a plethora of tools are launched every day.
But incumbents that offer multiple solutions for multiple revenue leaders in one spot are winning - wouldn't you want a one stop shop if it served your needs?
Manoj knew how to build off of the product's core contact database to provide tools that made use of their AI and human-verified data sources. SalesIntel grew beyond its initial target market of sales leaders simply looking for contact data and needed to reach the marketers and revops leaders who could now find value in its product.
SalesIntel came to Five Four because they were about to release AdsIntel, their first ever product specifically for marketers. Our initial work began with positioning and messaging this new product. But quickly we realized the entire product suite needed organization. After years of launching new products and features, the company website highlighted them all in one list with equal priority, and it was unclear which solution was best for each customer.
With a thorough product hierarchy alignment, we created suites around the sales, marketing, and revops personas that the SalesIntel marketing and sales teams could use to effectively build outreach and campaigns around.
This took SalesIntel from being solely a contact data platform to a pipeline generation platform, ultimately changing their market category. A new position in market was formed and new messaging created to reflect this direction.
When a company introduces this big of a shift in its strategy, a brand refresh attracts attention with a visual signal that something is new and different.
Our brand approach focused on highlighting the volume and quality of data - powered by AI and enriched by humans - through a clean and cohesive look that conveys the depth and simplicity of the platform.
Individual blocks represent each data point that SalesIntel has the power to acquire. Our illustrations convey that data is often fragmented, and sometimes incorrect, but the SalesIntel platform enriches it and makes sense of it so teams can get back to the work that really matters.
After all of the foundation product marketing and brand strategy work, we refreshed the entire website from top to bottom. The result? A website that marketers could run campaigns on and sales teams could leverage. The navigation no longer showed a laundry list of options, but organized suites that directed prospects to the most valuable products that supported their roles.
We supported SalesIntel by wireframing and designing every page, writing copy, and creating custom illustrations to double down on the value proposition.
In addition to showcasing the product, we created additional narratives around what makes SalesIntel unique and different from its competition.
