Smallstep is automated certificate management for DevOps.
Security Industry • Founded 2016 • $26M in funding
We partnered for 7 months on Product Marketing Strategy.
The Challenge
Provide foundational product marketing and go-to-market strategy for a new product launch and produce new marketing and sales enablement materials.
Smallstep had a product launch coming up and wanted to do it right. They were looking for a partner experienced in product-led growth to help them build a product marketing strategy to inform their GTM. Olivine stepped in to help them build out their essential personas, define their positioning and strategize on the most impactful GTM activities. Post-launch we focused on developing an extended GTM strategy which led to new webpages, email sequences, and sales enablement materials.
“As a solo marketer, there’s often more things to do than time to do it. So, it was really helpful when we brought Olivine in to help with our product launch and GTM strategy. Honestly, without Olivine’s help, we wouldn’t have been able to complete everything we wanted to get done. As a team of one, I’m stretched really thin all the time. Olivine ensured I had support in both strategic decision-making and in execution of important tasks. They gave me everything I needed and more.”
JENESSA P
Head of Marketing
“Coming in as Head of Sales for an earlier stage company like Smallstep gave me a unique opportunity to get in and build out the sales function. That being said, there’s a lot of work involved. Olivine came in and really partnered with me to dial in our sales motion. First, we tackled some solution pages that really spoke to the economic buyer so we could move forward more enterprise deals. We also fleshed out a new sales deck and support worksheet that gave our reps the confidence to have conversations with our prospects.”
SAM N
Head of Sales
The Deliverables
We produced a comprehensive launch plan, a longer term GTM strategy, new solution pages, an improved email onboarding series and a new sales deck.
The Olivine Product Marketing and Design teams helped Smallstep plan, organize, and execute the public launch of their certificate management project. We also worked with Smallstep to extend the product launch plan into a larger go-to-market strategy - complete with valuable activities at every stage of their funnel.
Once the strategy was set, the Olivine Product Marketing team chipped in on the execution of the plan by creating a handful of brand-new solution pages for the website aimed at the economic buyer persona, which created a new stream of opportunities. Olivine also produced new copy for the email onboarding series that increased both open rates and click rates, as well as a new sales deck.
Personas & Jobs to Be Done
Hosted strategic workshops to align on ideal customer profiles, pain points, and motivations.
Positioning & Messaging
Developed the foundation for Smallstep’s Certificate Manager, and later built out messaging to support sales and marketing.
Product Launch
Created a strategy for organizing and executing the product launch, along with recommendations for post-launch activities.
GTM Strategy
Create an in-depth GTM strategy to highlight the most impactful initiatives at each stage of their funnel.
Ad Copy and Headlines
Supported marketing with messaging and copywriting for Ads as well as tools to optimize their performance.
Solution Pages
Built messaging and copy for solution pages designed to speak to the economic buyer and close more enterprise deals.
Email Onboarding Series
Revamped Smallstep’s previous email sequence to drive more product adoption and bring more of their brand’s personality to the messaging.
Sales Deck and Worksheet
Partnered with the Head of Sales to introduce a new sales framework to the business and create materials to support the reps.
Other
Audited and optimized a few webpages, designed a new top navigation bar, created a playbook for running a Reddit AMA, and conducted a competitor analysis.
The Olivine Team
