As an early stage B2B SaaS company serving the insurance space, Highwing needed to create a robust marketing program to build their brand from the ground up. The company had executed some initial marketing projects, but they still needed a more intentional and cohesive strategy to guide focused execution.
With no in-house marketing resource, Highwing needed a seasoned B2B marketer to help clarify their complex value proposition, align their messaging, and develop an integrated plan to engage C-level executives. They wanted help immediately and with the flexibility to scale up over time.
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Canopy’s experienced B2B marketer, Kaye, created an integrated marketing strategy and workplan for Highwing and executed several initial projects that included: an integrated marketing strategy, buying journey and personas, brand positioning and messaging framework, content creation and distribution strategy, brand editorial guidelines and a six month marketing execution roadmap.
Highwing now has the clarity it needs to build out its marketing in a structured and focused way. “In the few months we have worked together, Kaye has become an invaluable resource for our marketing function and our greater team. Her work has provided clarity on how we position our product in the market and the strategic direction and messaging frameworks she crafted are being used in discussions throughout the organization,” says Highwing President, Erik Mitisek.