Overview
As Product Marketing Manager (PMM) for ControlMap at ScalePad, I spearheaded the development of product positioning and messaging strategies designed to resonate with both enterprise and SMB audiences in the IT management and MSP space. The goal was to differentiate ControlMap in a competitive market while addressing the unique pain points of each target segment.

Challenges

• Communicating the value of a complex cybersecurity compliance SaaS product to diverse customer personas and ICPs.

• Ensuring the product's messaging stood out in a saturated market.

• Aligning positioning with the needs of varying verticals and organizational sizes.

Solutions

• Segment-Specific Frameworks: Created distinct positioning frameworks for enterprise and SMB audiences, highlighting features and benefits that aligned with their specific challenges and priorities.

• Customer-Centric Messaging: Conducted market research and user interviews to craft messaging that emphasized ControlMap’s ability to simplify compliance processes and enhance security workflows.

• Consistent Brand Voice: Defined and maintained a unified brand identity that communicated the product’s UVP.

• Competitive Analysis: Analyzed competitors to identify key differentiators, allowing ControlMap to position itself as the preferred solution for scalable cybersecurity compliance programs in the IT and MSP arena.

• High-Impact Content: Developed compelling case studies, guides, and sales collateral that illustrated real-world applications and value propositions tailored to each audience segment.

Results

• Delivered segment-specific messaging that increased engagement across campaigns, contributing to a 30-40% email open rate.

• Strengthened market positioning, directly driving a 20% increase in net customer acquisition (NCA) in Q4 2022.

• Enhanced product adoption by creating compelling content that aligned with both SMB and enterprise customer needs.

Takeaways
Effective product positioning requires a deep understanding of customer challenges, a clear articulation of value, and strategic differentiation. By aligning ControlMap’s messaging with its audience's priorities, I was able to ensure that the product’s strengths translated into tangible business results for ScalePad.