Replify: Positioning for growth. Digital marketing strategy and website design
Replify is a leader in WAN Optimisation solutions to accelerate applications over wide area and mobile connections without the need for expensive hardware. Bayberry was asked to assist Replify with the refinement of the company’s value propositions and market positioning. We also provided advice on the structure and design of a new website to set the foundation for digital marketing and demand generation.
The Objective
Replify is a fast-growth start-up headed by an experienced team of industry professionals. The company needed to define its markets and articulate its value propositions. It also wanted to ensure best practice for digital marketing and demand generation to maximise brand awareness and lead generation in its chosen markets. Having worked with us as CEO of a previous client, Replify’s CEO asked Bayberry to help.
Our Approach
We began our engagement by assessing the company’s existing product collateral, market propositions and competitive positioning. We worked closely with the Replify team in a series of workshops to challenge their assumptions on the company’s positioning, its value to its buyers, and its chosen markets. We also conducted a sales win/loss analysis. We then analysed how competitors communicated their propositions to identify the differentiators that Replify could emphasise to its prospects.
Our team recommended changes to the company’s value propositions that would position Replify as a thought-leader and credible provider of solutions in its chosen markets. We also helped to write sales and marketing collateral to support the company’s new marketing campaigns.
To meet Replify’s requirements for digital marketing, we advised on the design and structure of Replify’s new website, refocusing it on market needs in three key verticals and ensuring it was optimised for inward-bound marketing and lead qualification, reflecting the outcomes of our buyer and market needs analysis.
Outcome
Replify is now positioned to appeal to the needs of distinct groups of buyers. Driven by new value propositions, the new corporate website is live and optimised to be compelling to visiting buyers and generate leads.
