Telecom / UCaaS SaaS — Marketing Director engagement, project duration: 3 months
The Challenge
A telecom SaaS company had a subset of customers relying on a legacy interoperability path into Microsoft Teams. This path was reaching EOL, and the company needed to move these customers onto a new solution without shaking their trust or disrupting revenue.
This is a harder marketing problem than a typical product launch... Typically, marketing's job is to create demand from scratch. Here, the audience wasn't a cold market to excite, but rather an existing, paying customer base who needed to be convinced that a required change was actually an improvement. Any hint of disruption risked churn at a moment when the company could least afford it.
There was also an internal complexity: the solution being launched required close coordination with a major platform partner, meaning positioning and messaging had to satisfy both the company's own brand voice and a partner's technical and go-to-market requirements simultaneously.
What I Did
I owned market positioning, content, and sales enablement end-to-end for this launch, working directly with the partner team, product, sales, and executive leadership from kickoff through go-live. Rather than treating this as a single announcement, I built it as a full go-to-market campaign with sequenced touchpoints designed to build confidence before asking for action:
- Joint press release with the partner and public announcement to establish external credibility
- Dedicated landing page and product messaging built around seamless connectivity
- Salesforce and Apollo email campaign sequenced specifically to the existing customer base, separate from net-new prospect messaging
- Launch YouTube video and product brochure translating technical migration steps into plain business language
- Live webinar with executive presenters, giving customers direct access to leadership during a change moment
- FAQ video addressing migration concerns head-on, rather than burying them in a support article
- Sales battlecards built specifically for this product line, so account teams could handle objections in real time
Launching a New B2B SaaS Product for an Existing Customer Base
The Results
Why It Worked
Migrations fail when marketing treats them like standard launches built to generate excitement. This one worked because the messaging led with continuity and trust before it led with features.
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