SalesLoft
Repositioning a brand around the buyer’s experience
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SalesLoft and Studio Science reframe the culture of sales
SalesLoft, a sales engagement company, delivers team-based solutions to accomplish revenue goals and achieve business needs. SalesLoft’s platform helps the world’s top-performing sales teams transform the way they service accounts, which ultimately supports the best possible purchase and onboarding experience for buyers.
While everyone has experienced clichés about types of sellers as individuals (relationship builders and lone wolves), professionals realize that it takes a lot of highly choreographed activities to make sales deals happen. Sales organizations inside businesses are changing. People in these roles are contributing more to company strategy. SalesLoft recognized the opportunity to signal the maturity of its position with a brand refresh. SalesLoft also sought to amplify their advocacy for the changing nature of sales and sales teams through community-building. Studio Science drew on our long-time experience working with the SalesLoft team to update the brand’s personality and reinvent their signature conference and online community.
Broadening the Relevance
Studio Science needed to reframe the SalesLoft go-to-market strategy to be relevant beyond the frontline salesperson and sales manager. We conducted buyer research across a range of buyer personas to pinpoint the value of sales engagement activities as they filter up through sales support, sales leadership, and business leadership.
Studio Science helped Salesloft build a brand that speaks to sales leaders and the C-suite. We positioned SalesLoft as the company that understands the future of sales as a mechanism to drive revenue faster by delivering better experiences to buyers. As part of the brand activation, we developed a new content strategy and customer experience for the SalesLoft marketing website. Studio Science launched a site that’s optimized to reach the spectrum of relevant personas.
Leading a Community
SalesLoft needed to align the sales industry community around the new mindset and value system that buyers shouldn’t have to adapt to the seller’s sales process. SalesLoft advocates that sellers should personalize experiences for buyers by focusing on the buyer’s needs.
SalesLoft’s signature annual conference, Rainmaker, is an iconic event in the industry. However, the event name and branding conjured the old image of the individualistic sales hero. Studio Science re-imagined the conference and community experience. SalesLoft relaunched Rainmaker as REV to serve as a thought leadership hub for anyone interested in sales while championing SalesLoft values and best practices.
Building for the Future
By refining their go-to-market strategy and optimizing how their marketing website supports sales and business leaders, SalesLoft has better helped global leaders like IBM, Yext, Zoom, Stripe, Greenhouse, and Xactly transform the way they sell. By organizing their community advocacy around respect for buyers, SalesLoft has become a changemaker in the sales enablement space.
