Ripe allows sales teams to identify and segment users of their product, then engage with them via in-app live calling and calendar booking. The product can serve multiple personas (growth, sales, RevOps, product), which made positioning confusing. We helped them narrow their focus to growth marketers, and helped them focus their messaging on their most differentiated capabilities.
Burying the lead (i.e. the main "wow!" feature)
Outcome-oriented (without the "how")
Doesn't highlight the problems Ripe solves
Before
Leading with the most differentiated feature
Explains exactly how it works
Highlights the exact problems solved by Ripe
After
Burying the lead (i.e. the main "wow!" feature)
Outcome-oriented (without the "how")
Doesn't highlight the problems Ripe solves
Before
Leading with the most differentiated feature
Explains exactly how it works
Highlights the exact problems solved by Ripe
After
