Overview

ControlMap is a cybersecurity compliance platform making it simpler to attain and maintain compliance with frameworks such as HIPAA, FFIEC, CIS Controls, CMMC, SOC 2, and more. For this project, the objective was to develop messaging to drive interest for both direct customers and managed service provider (MSPs) audiences. Ultimately, we focused on positioning ControlMap being the best solution mid-sized and enterprise-level customers, while integrating with the parent company’s influence.

Goal

Develop the following:

• Outline the product’s value proposition and market differentiators.

• Simplify complex compliance concepts for inexperienced decision-makers.

• Align with sales to ensure consistent messaging throughout the buying journey.

Tasks

Customer & Market Research:

• Interviews were conducted with existing customers, and prospects, along with sales and customer success teams to understand pain points and priorities.

• Identified competitors' weak messaging and unique opportunities for ControlMap to excel.

• Created detailed messaging maps to communicate value across the organization.

Messaging Map Development

• Developed messaging pillars focusing on ControlMap's ease of use, automation capabilities, and sell-through opportunities for MSPs.

• Developed audience-specific value propositions to support sales and inform customer journey maps.

Content Creation

• Supporting resources, including the messaging map, positioning document, personas, and ICPs were developed to support marketing and sales.

• Solution sheets and pitch decks created for different personas.

• Blog posts and thought leadership surrounding compliance challenges and trends.

Sales Support

• Trained sales teams to ensure consistent messaging in conversations with prospects.

• Created battle cards highlighting ControlMap's exclusive benefits—superior automation and user-friendly interface.

Results: Positioned ControlMap as a strong compliance solution for direct customers and MSPs• Improved alignment of marketing and sales teams resulted in cohesive messaging and increased lead-to-close rates. Customers better understood the value of ControlMap through improved feedback and retention metrics. Essential Insights: This project has shown that integrating customer insights is necessary to create differentiated messaging against competitors. We really zeroed in on how to speak to the individual needs of each segment in an effort to drive engagement and establish trust, with ControlMap as the frontrunner in compliance automation.