SketchUp is a 3D design software for designers, architects, and construction professionals to create, communicate, and collaborate as they develop stunning, high-performance solutions.

Fintech • Founded in 2000 • Parent Company: Trimble • Revenue: 3.79 billion • Market cap: 15.64 billion

We partnered for 7 months on Product Marketing Strategy

The Challenge

A long-standing leader in the design visualization space, SketchUp partnered with Olivine to secure a competitive advantage in an increasingly crowded market. The Olivine team targeted foundational product marketing, competitive intelligence, and go-to-market strategy and execution to build a comprehensive and unified brand.

SSketchUp came to Olivine Marketing as a well-established market leader with a positioning and branding mismatch, with more and more competitors entering the market, many with AI-enhanced apps.

SketchUp reached out to Olivine to strengthen and enhance strategic and tactical aspects of its product marketing and increase market share. Rather than an outside consultant, the Olivine team oriented itself as a core part of SketchUp’s Product Marketing team. Efforts centered on clarifying ICPs and personas, refining positioning and messaging, up-leveling copy on select website pages, and competitive research.

“Partnering with the Olivine team was incredibly collaborative, productive, and enjoyable. The team brought a combination of disciplinary knowledge, active listening and diligence that helped fast-track critical foundational projects, providing a solid springboard for SketchUp’s formally established Product Marketing discipline to accelerate its business impact.”

SUMELE ADELANA
Manager, Product Marketing at SketchUp

The Deliverables

To address SketchUp’s needs, Olivine leveraged competitive intelligence, ICPs, personas, and product marketing analysis. We identified current market trends and gaps, equipping SketchUp for strategic business decisions. Drawing upon this work, we created a robust array of final assets, including battle card decks, product teardowns, refreshed web pages, and critical sales enablement materials.

The result: optimized brand alignment, stronger product-market fit, and enhanced market position.

For foundational product marketing strategy, Olivine delivered evidence-backed Ideal Customer Profile findings as well as Personas & Jobs To Be Done. The Positioning & Messaging Guide highlighted market trends, brand-market gap analysis, and insights to inform key business initiatives.

Competitive Intelligence methods included analyzing publicly available information and designing and conducting a workshop with key stakeholders to test and validate our hypothesis. The outputs informed 4 competitor battle cards and 4 product teardowns.

To elevate website copy and design, Olivine audited 8 existing web pages, created a strategic framework for future use, and conducted a competitive web assessment with design recommendations.

For sales enablement, Olivine redesigned a shareable sales brochure and integrated new messaging across various collateral, including two-pagers.

Ideal Customer Profile

Developed Ideal Customer Profile research and findings informed by strategic workshops, third-party data, and primary data with emphasis on industry challenges, pain points, behavior indicators, and best fit.

Competitive Intelligence

Conducted research in line with SketchUp's criteria using publicly available data. Conducted a Competitive Intelligence Workshop to assess and enhance the competitive landscape research.

Identified key competitor profiles and created product teardowns and battle cards.

Competitive Website Design Audit and Strategy

Conducted a competitive website design audit and delivered strategy recommendations to increase market share.

Personas & Jobs to Be Done

Conducted primary customer interviews and data analysis from external sites to define refreshed buyer and user personas. Mapped new findings to previous personas and analyzed for differences

Website Design & Copy

Reviewed and audited web pages, including a full copy and design overhaul of the HomePage, Pricing Page, Enterprise Page, and Benefits Page. Provided a copy and design refresh of subscription plan pages.

Best Practices Guides

Produced methodology guides detailing best practices for market, customer, and prospect research.

Positioning & Messaging

Hosted strategic workshops with key stakeholders to test, validate, and refine positioning. Produced a positioning and messaging guide highlighting unique values, market trends, competitive positioning, and product features.