Tiger’s marketing lead conducted a vast amount of qualitative and quantitative research to delve deeper into the needs, pains and opportunities that existed within the target customer base. With almost too much insight to then work with, they enlisted the expertise of Scriba to manage a series of workshops – with a fresh pair of eyes – to help curate a compelling proposition the SaaS business could take to market. In other words, why Tiger?

This was further developed to create a complete messaging framework, with narrative to better convey Tiger’s company story as well as that of its technology stack. Guidance centred not just on the language that should be used at every communications touchpoint, but also how the software could be explained visually too. The goal was not to alienate any proportion of the market – however straightforward or complex their requirements – given Tiger’s technology could cater for all.

This communications ‘anchor’ now underpins everything from fresh website narrative – which was reworked by several members of the Scriba team in one day – to the sales team’s own crib sheets, and everything in-between.