Positioning and sales: incident.io

incident.io had strong organic growth globally, but they needed to narrow their target customer, and therefore the brand’s positioning. I joined them for a positioning and messaging sprint to identify their target customer, what their jobs were and how to pitch to them. I created a positioning platform for the brand and a messaging toolkit that connected outcomes to product features. 

I embedded this positioning work with training sessions. To turn it into execution we refreshed the website including key product marketing pages, transforming these from feature-led messaging to emotive hooks that speak to key outcomes. I created a toolkit for their global sales team including a library of case studies, core metrics and product communications.

I worked with their in-house design team to make nimble visual identity tweaks to reflect the positioning as they scale.