Envoy is the leading workplace platform.
Workplace Experience • Founded 2019 • Series B • $59.2M in funding
We partnered for 2 years on product marketing, branding & websites, and sales enablement
The Challenge
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.
“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
Our Two Year Partnership
We worked with Envoy for 2 years on strategic marketing projects.
Our partnership spanned nearly every aspect of marketing and included establishing their first product marketing processes, supporting the marketing team’s hiring process, and leading strategic workshops on personas, and positioning & messaging. We also led the go-to-market strategy for the private beta release of Envoy Rooms and produced a total of 8 cinematic marketing films.
Product Marketing Strategy & Hiring Support
We kicked off our partnership by establishing Envoy’s first product marketing processes (what product releases to announce, how, and when).
We also tackled editing the existing written customer stories and then created new stories. We also led the launch efforts of their new product, Rooms, into private beta and supporting their hiring efforts by reviewing job descriptions and interviewing candidates.
“Olivine led an awesome workshop that helped us define & understand our users better. Their process ensured everyone felt heard and we got a ton of value in a short amount of time.”
ANNA COCKELL
Head of Enablement at Envoy
Bringing together the leadership team for strategic workshops
During our partnership, we led a series of strategic workshops, including:
Defining Proto-Personas: Identify the goals, pain points, motivations, and daily routines of your target audience so that you can put your customer at the center of everything you do.
Marketing with Jobs To Be Done: Identify the situation, motivation, and expected outcomes of your target buyers to improve product development and more effectively position and message your product.
Build-a-Box Messaging: Craft clear, compelling messaging in this fun, hands-on exercise that brings your entire go-to-market team together.
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.
Producing Brand Vision, Customer Stories, and Product Films
Our video team, Olivine Films, produced a series of brand, product, and customer stories for Envoy.
Envoy wanted to feature how various customers were using their Visitors and Deliveries products to welcome guests and streamline the workplace management experience. Olivine lined up interviews with 12 customers to determine the best stories to tell and ultimately produced five films featuring XERO, Pandora, Box, Zoom, and Aruba to tell authentic, personality-driven cinematic films that aligned with Envoy’s brand pillars and product offerings.
“The Olivine team is amazing to work with. Whether creating engaging films or leading product marketing strategy, they manage projects seamlessly and the resulting work is of the highest quality.”
MICHELE PENDERGAST
Director of Demand Gen at Envoy
Personas & Jobs to Be Done
Align on who we’re selling to and what motivates the ideal customer profile to buy to inform all go-to-market efforts.
Positioning & Messaging
Develop how to best position the product and craft a compelling message that resonates with buyers.
Written Customer Stories
Restructured the stories to tie to Envoy products and explain how the customer’s product use was translating to real value.
Security Campaign
Produced a Sales Deck, White Paper, and Blog Post to support their Security Campaign.
Establish PMM Processes
Hosted strategic workshops with key stakeholders to align on ideal customer profiles and buyer motivations.
Produced 5 Marketing Films
Created authentic, personality-driven cinematic films that aligned with Envoy’s brand pillars and product offerings.
Sales Enablement
Developed resources for the sales team to help the sales teams learn their new product offering and start selling.
Rooms Beta Product Launch
Create newly designed ads with updated ad copy to increase conversion rates.
PMM Hiring Support
Hosted strategic workshops with key stakeholders to align on ideal customer profiles and buyer motivations.
The Olivine Team
