Optimizely
The challenge: Growing a martech darling from product to platform.
Born as an Obama ‘08 victory baby, Optimizely began with a simple - and at the time, radical - idea: What if all organizations had the ability to use A/B testing – and the resulting data – to make decisions about their website and digital marketing?
And it worked. Like gangbusters. Companies large and small flocked to the service and propelled the team to impressive heights.
But after nearly six years of organic growth, the market had become substantially more competitive and Optimizely needed to level up to maintain its leadership position.
What we did:
Qualitative customer research and insights
Positioning
Messaging
Event strategy + design
First call deck
Customer personas
Pricing and packaging of product offerings
Vertical specific messaging
Web copy rewrite
Deep integration with brand and product marketing throughout
| Before | After |
|---|---|
| Optimizely = A/B Testing | Optimizely = The experimentation platform |
| A rapidly commodifying category | A way of working |
| Viewed as a single product | A platform with multiple value-driving products |
| Increasing competitive pressure | Differentiated in the marketplace, positioned for thought leadership |
| Low-level organizational engagement | A pathway to continued product and service innovation C-suite customer engagement |
| Credit card swipe price point | Exponentially larger deal sizes |
