Positioning & Messaging: Rebuilding Popular Pays’ Story After the Shift to SaaS

Following the launch of Popular Pays’ SaaS model, we rebuilt the company’s positioning and messaging to reflect its evolution — unifying product, marketing, and sales around one clear story centered on the platform’s three product pillars: Connect, Collaborate, Track.

• Opportunity

  After shifting from a project-based business to a SaaS model, Popular Pays’ story no longer reflected what the product had become. Each team told it differently, and our messaging failed to show how the suite worked together to deliver end-to-end value. The opportunity was to build one unified narrative — a connected ecosystem story for brands and creators — and embed it consistently across every GTM channel.

• Approach

  We treated the initiative as both a storytelling reset and an enablement system — aligning narrative, structure, and activation.

  1. Defining the Story

  • Conducted competitive analysis and stakeholder workshops to clarify differentiation and audience value.

  • Reframed the product around three clear SaaS pillars — Connect, Collaborate, Track — illustrating how they delivered full lifecycle impact.

  • Authored a message architecture and proof-point hierarchy to ensure alignment across all internal and external comms.

  2. Building the System

  • Produced a suite of updated GTM assets — website copy, decks, case studies, and one-pagers — all reinforcing the unified story.

  • Partnered with design to translate the narrative into a cohesive visual and structural system across the website and campaigns.

  • Developed a capability framework and talk tracks for sales teams to tell the same story with confidence and consistency.

  3. Driving Market Visibility

  • Conducted keyword and content analysis to identify high-value search opportunities.

  • Built a quarterly content calendar and storytelling cadence to extend the new narrative into PR, social, and campaign content.

• Outcome

  The updated positioning unified how Popular Pays showed up internally and externally — turning a fragmented story into a cohesive, scalable system.

  • Reframed the brand narrative to reflect its SaaS evolution.

  • Increased differentiation, inbound interest, and press coverage.

  • Equipped GTM teams with consistent language and tools that drove stronger conversion and confidence in market.

Deliverables

Positioning & Messaging Framework

Narrative hierarchy, product pillars, proof points

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