Workvivo

Client
Workvivo

Services
Product Marketing, Copywriting

Year
2022

Brief

Working hand-in-hand with the CMO to create core positioning and product marketing elements – vision, mission, value proposition, positioning statement, USPs, elevator pitch and problem story. We also tackled brand story, Tone of Voice guidelines, and key messaging. Workvivo has since scaled significantly and been purchased by Zoom.

Key Results

– Developed core positioning and product marketing elements.

– Crafted the vision, mission, value proposition, positioning statement, unique selling propositions (USPs), elevator pitch, and problem story.

– Refined the brand story, establishing Tone of Voice guidelines, and defining key messaging.

– Laid a solid messaging foundation that has since resulted in annual growth of over 150% year-on-year and have added 300 customer organisations.

The Challenge

Workvivo is an employee communication platform designed to help companies reach, engage and connect to their employees. In 2021, they had a small marketing team and needed to lock-in their key messaging, sales enablement materials, and unique positioning in what was a crowded market.

The Solution

I collaborated directly with Workvivo to develop core positioning and product marketing elements. This involved crafting the vision, mission, value proposition, positioning statement, unique selling propositions (USPs), elevator pitch, and problem story. In a follow-on project, we focused on refining the brand story, establishing Tone of Voice guidelines, and defining key messaging.

Workvivo has experienced annual growth of over 150% year-on-year and added 300 customer organisations in over 90 countries. Workvivo was also acquired by Zoom and became the preferred migration partner for Facebook’s discontinued Workplace.