SightCall is a provider of real-time communications infrastructure which is the foundation technology for most video calling and conferencing. During 2013 management and investors decided to move company headquarters from Paris to San Francisco to attract US customers and new investors. At the time, the company was named Weemo, but had been informed the company name violated another company’s trademark.
The company sought a complete brand makeover including a new identity and a refresh of its market positioning. The company was also looking for someone to build a marketing organization from the ground-up at the new headquarters.
Market Assessment Thought Leadership Customer Segmentation Buyer's Journey Mapping Inbound Strategies Outbound Strategies
Website Development Search Engine Optimization Content Marketing Lead Tracking/Scoring Marketing Automation
Media Relations Social Media Management Email Nurturing Telemarketing Event Management
Research Strategy Positioning Naming & Logo Brand Standards
Research Strategy Positioning Naming Logos Taglines Messaging Brand Standards
Siyl’s Founder, Paul Yantus, assumed the role of interim VP of Marketing, recruited a marketing team and rebranded the company.
The company was targeting very large companies to adopt its technology. The new brand, SightCall, was chosen to elevate the brand the startup image projected as Weemo to something closer to an established telecom.
Developed a new website and implemented HubSpot to promote the new brand. This led to a 40% increase in website traffic and a 400% increase in website leads.
Developed an ongoing content strategy contributing case studies, blog posts, infographics, etc. Increased social influence 10%.
Planned the company’s first major tradeshow, Dreamforce, which produced over 2,000 leads with the event’s lowest level sponsorship.