SMB Go-to-Market Strategy |
Product Marketing
COMPANY
SITUATION
Twitter wanted to tap into the SMB market by creating a compelling product marketing strategy focused on driving the adoption of their new organic product suite for Professionals.
STRATEGY
Bolster engagement and product adoption among SMBs on Twitter through a multifaceted approach, including data analysis, cross-functional collaboration, narrative development, virtual workshops, development of marketing materials, and improved communication via existing marketing channels.
DELIVERABLES
SMB Narrative & Best Practices: Lead the narrative development and ensure its implementation across all marketing materials and channels.
Marketing Materials: Create all marketing assets related to the organic product suite.
Video Tutorials: Produce ten (10) on-demand tutorials highlighting product features and benefits.
Digital Workshops: Develop and execute a bi-weekly interactive workshop series engaging Professionals to leverage the free tools available on Twitter.
Community Building: Establish, lead, and grow Twitter's Entrepreneur Community Group.
Effective Communication: Develop a clear go-to-market strategy for each product set to launch in 2022, including delivering a consistent and enhanced newsletter and social media approach.
RESULTS
+ Established a new and unique SMB narrative
+ Successfully launched five (5) SMB organic products - well ahead of deadlines
+ Introduced new marketing channels, boosting product adoption
+ Grew Twitter's Entrepreneur Community Group to 1000+ members
+ Improved communication through owned and operated channels, including SMB newsletter and social media handles