Realigning Project Central

Leveraging customer insights to refine product positioning and marketing strategy.

Client overview

Project Central is a SaaS project management tool created by BrightWork. Launched in 2018, it aimed to provide streamlined project management solution to Microsoft 365 users.

The brief

As the Product Marketing Manager, I was tasked with reassessing Project Central's messaging and personas, as the product wasn't meeting its market potential. The goal was to understand why the current positioning wasn't connecting and to develop a strategy more aligned with actual customer needs and usage.

Planning and delivering the project

The strategy focused on:

In-Depth Research

Conducted extensive desktop research on the market and competitors
Carried out internal research with sales and marketing teams
Interviewed customers to gather insights on product usage and selection criteria
Used Dovetail, a research tool, to track and present findings more effectively.

Persona and Messaging Refinement

Reworked existing personas based on research findings
Overhauled the messaging framework to reflect new market insights and product evolution since 2018
Developed a new content marketing plan aligned with updated personas.

Website and Content Optimization

Updated website messaging to align with new positioning
Conducted A/B testing on value propositions
Implemented new imagery to support the refined messaging.

Outcomes and results

The project yielded significant improvements for Project Central:

Enhanced alignment between product positioning and actual customer needs and usage
More targeted and effective marketing campaigns
Improved website performance through optimized messaging and design
Better informed product development based on real customer insights
Streamlined marketing strategy planning and execution.

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