TravelPerk, a modern business travel company, is one of the fastest-growing SaaS companies in the world.
It faced several challenges that hindered its growth and visibility in a fiercely competitive market, dominated by legacy companies. To carve out its market position in an industry dominated by legacy companies, Travelperk needed to nail down its USPs, strengthen its product offerings, and modernise its outdated brand that was failing to reflect its true value proposition.
CHALLENGES
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Unclear communication of product solutions
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ICPs not clearly defined and target audiences not being addressed
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No targeted content per each customer segment
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Pricing model confusion
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Outdated brand with low brand awareness
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Low brand recognition
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Market downturn due to COVID-19 impact.
SOLUTIONS
RESULTS
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Rebrand: Comprehensive rebrand that included creating a detailed value proposition document to guide and align all communications. New brand identity was developed that focused on making the brand feel more human and less corporate, introducing a broader, more colourful palette to enhance designs, and a fresh tone of voice.
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Customer segmentation: Segments were defined and value proposition and sales development materials were tailored to different customer profiles.
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Product marketing: Campaigns were targeted towards personas and TravelPerk started to successfully market new and existing products with a more brand-aligned approach. Clearer product naming structures were introduced for product lines to strengthen the brand, and the pricing architecture and packages were redeveloped to align with TravelPerk's value proposition and updated brand.
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Content marketing: A robust content/SEO/Paid ads strategy was rolled out, producing high-ranking content that became market-leading.
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Covid-19 revamped value proposition: USPs were updated to reflect market conditions. All company messaging around relevant products was adapted, including a new homepage rollout, to align with the new reality of travel.
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Rebrand led to a website signup conversion rate increase of 45%.
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New product names and combined campaigns saw a 110% increase in demo sign-ups.
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New content strategy and combined efforts led to a 233% increase in web traffic.
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COVID-19 aligned homepage led to 25% uplift in signups and 30% in demo requests.
