Envoy Product Marketing Strategy

Product Marketing

Aug 6

About Envoy

Envoy is modernizing the workplace experience. From people to packages, Envoy helps you handle everything that comes through your company’s front door. Backed by Andreessen Horowitz and Menlo Ventures, Envoy is used in 14,000 locations to check in more than 100,000 visitors per day.

The need

Envoy's growing team of product managers didn't yet have a product marketing function to collaborate with. Envoy asked Olivine to establish product marketing best practices, assist with hiring for the marketing team, and take their newest product, Rooms, to market.

The strategy

We led the Envoy team in developing a go-to-market strategy and execute the announcement of their latest product, Rooms, into private beta. To prepare for the announcement, we conducted the Product Messaging Workshop and introduced new best practices to execute the announcement.

The deliverables

Establishing product marketing processes

At the beginning of our 2-year engagement, Envoy had a strong product management team but no product marketing function. We introduced lightweight processes and frameworks to inject a marketing lens into the product team’s work and help them announce new features more effectively.

Launching their new product, Rooms, into private beta

For the beta launch announcement at an NYC conference, we developed product positioning and messaging, oversaw the booth design, and led the marketing campaign build-up to the event. Larry Gadea, CEO of Envoy announced the product release during his keynote.

Editing existing and creating new written customer stories

Envoy had a great product from the beginning, so naturally, they had great customers. But the written customer stories had an inconsistent writing style and didn’t do a great job of explaining how the customer’s product use was translating to real value. Additionally, Envoy initially launched as a single product but was swiftly becoming a true platform, so we restructured the stories to tie to Envoy products.

“Olivine has been an incredible partner as we've defined our go-to-market strategy. I was impressed by their attention to detail and structured approach while still being flexible to our needs. Launching a product is always high stakes but Olivine guided us through it with competence and confidence—helping us make the biggest impact possible.”

— SEBASTIAN MAGOUTIER, DIRECTOR OF PRODUCT MARKETING AT ENVOY

< Back to Product Marketing Services