This SaaS company had a great tool for managing construction workflows but struggled to communicate its value clearly.
Their emails and LinkedIn messages read like feature lists — impressive to engineers, but meaningless to project managers who just wanted fewer delays and headaches. Despite a solid product, interest was flat, and their pipeline was drying up.
We repositioned the message from “project management software” to “project clarity for construction teams.” That shift reframed their offer as a time-saver, not another system to learn. Our team helped craft personalized outreach for Operations Managers and General Contractors, focusing on what they cared about most — fewer change orders, faster approvals, and less chaos.
We also added a simple storytelling framework to outreach messages, opening with common frustrations and closing with quick wins. Social proof from early adopters was used to reinforce credibility.
Within the first 90 days, demo conversions jumped 60%, resulting in $250,000 in new annual revenue.
Even more importantly, the company learned how to speak the same language as its buyers, creating a foundation for continued growth.
When your message aligns with what your customer feels — not just what they see — it stops sounding like marketing and starts sounding like help.
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