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New Product GTM

Driving Pipeline Growth

Product Launch | B2B Positioning | Broker Channel Marketing | Demand Generation | Enterprise Sales Enablement

Product Go-to-Market
CASE STUDY

Launching a SaaS Product that Simplifies Voluntary Benefits Billing

Go-to-market strategy and execution for a product uniting carriers, brokers, and employers around one accurate, reconciled bill

Challenge

Voluntary benefits billing is a persistent pain point for brokers and their employer group clients. Carriers, enrollment platforms, brokers, and employers each hold a piece of the billing puzzle, and none of the systems talk to each other. The result is inaccurate invoices, manual reconciliation, delayed and disputed commission payments, and hours of administrative work every billing cycle. Bringing a new SaaS product to this market meant introducing an unfamiliar category to a risk-averse, relationship-driven audience and proving its value within a long, multi-stakeholder enterprise sales cycle lasting 18 to 24+ months.

My Role

I led go-to-market strategy and execution for the product launch, building positioning and channel programs that spoke directly to brokers while reinforcing the value employer groups would see downstream.

  • Defined the value proposition, positioning, and messaging framework: brokers need happier clients and faster, more accurate commissions, and employers need their time back and fewer administrative frustrations
  • Built broker- and employer-facing personas and tailored messaging for each stage of the buying journey
  • Led cross-functional efforts to create the product name, ensuring it reinforced the positioning and resonated with brokers
  • Created the product's brand identity from scratch, including logo, fonts, and color palette, and applied it consistently across every launch asset
  • Built the product website landing page, launch video, and blog content to introduce the category and educate the market
  • Wrote and distributed a press release, earning pickup from Crunchbase, Newswire, and other outlets, plus a feature in the HR Technology Conference & Exposition's own press release
  • Launched a dedicated LinkedIn product page, supported by an organic posting cadence and paid LinkedIn ad campaigns targeting brokers
  • Built email marketing campaigns to nurture prospects and sustain engagement across an 18–24+ month sales cycle
  • Developed trade show sponsorship messaging and materials to support in-person broker engagement and category education
  • Designed co-marketing and channel programs with brokers, carriers, and enrollment platform partners to extend reach and credibility
  • Partnered with sales to build enablement tools to support broker conversations

Impact

Despite an 18- to 24+ month enterprise sales cycle, the launch strategy built a durable pipeline, closed large accounts, and established the product’s presence in a new category.

2

LARGE ENTERPRISE WINS

Plus multiple smaller client deals signed post-launch

> Leads

PIPELINE GROWTH
Drove engagement and leads to increase pipeline

3+

MEDIA PLACEMENTS

Crunchbase, Newswire, and an HR Technology Conference & Exposition feature

  • Press coverage extended reach well beyond paid channels, with pickup from Crunchbase, Newswire, and other outlets, plus a feature in the HR Technology Conference & Exposition’s press release
  • Broker-first messaging created a repeatable story that carried consistently across sales conversations, marketing materials, and partner touchpoints
  • Co-marketing programs with carriers and enrollment platforms extended reach and lent third-party credibility to a new category
  • Category-defining positioning and sustained top-of-funnel activity built a foundation for continued pipeline growth beyond the initial launch window