Redefining BrightWork's SharePoint Offering

Aligning messaging and personas with evolving product capabilities.

BrightWork for SharePoint AmpliStory

Client overview

BrightWork is a leading provider of project and portfolio management solutions, specializing in SharePoint-based tools that help organizations streamline their project management processes.

The brief

BrightWork's existing messaging framework had not been updated to reflect recent product developments, and their customer personas lacked the depth needed for effective marketing and sales strategies. The project aimed to:
  1. Develop more robust and relevant customer personas
  2. Create an updated, comprehensive messaging framework
  3. Align marketing and sales efforts with the new personas and messaging.

Planning and delivering the project 

As the project lead, I developed a three-part strategy to address BrightWork's challenges and position their SharePoint offering for success.

Persona Development

  • Worked with the marketing team to overhaul existing personas
  • Conducted extensive desktop and internal research, including insights from sales and customer success teams
  • Refined persona profiles, including demographics, roles, goals, motivations, challenges, and information consumption habits
  • Reduced the number of personas while significantly increasing their depth and relevance. 

Messaging Framework

  • Collaborated closely with the CEO to develop a comprehensive brand platform document
  • Conducted desktop and internal research to inform the messaging strategy
  • Created a detailed framework including vision, mission, market positioning, target personas, brand tone and voice, key messaging pillars, and brand identity guidelines. 

Implementation and Enablement

  • Conducted enablement sessions with the revenue team to ensure understanding and adoption of the new messaging
  • Updated the website to reflect the new messaging and persona insights
  • Repositioned the content marketing strategy around the new personas and messaging pillars
  • Maintained and updated the messaging framework as new product features and consulting services were introduced. 

Outcomes and results 

The comprehensive repositioning of BrightWork's SharePoint offering yielded significant improvements across multiple areas of the business. The project's impact was evident in several key areas:

  • Streamlined marketing strategy planning and execution
  • Tangible boost in organic website traffic
  • Improved quality of leads and increased speed of sales
  • Enhanced alignment with customer needs across the organization
  • More targeted and effective marketing campaigns and website structure
  • Improved insights for the revenue team, benefiting both new business acquisition and customer retention
  • Created a foundation for ongoing alignment between product development, marketing, and sales efforts. 

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