Section 1: Crafting the core value prop

Step 1: Understand the product

What if your product is really in the business?
MoEngage is in the business of helping marketers engage with their customers at the right time through the right channel.

What problem does your product solve?

MoEngage aims to address several challenges and needs faced by businesses in the realm of customer engagement and marketing. Here are some common issues that MoEngage helps solve:

1. User Engagement: MoEngage provides tools for businesses to effectively engage with their users across multiple channels such as push notifications, emails, SMS, and more. This helps keep users informed, interested, and connected with the brand.
2. Retention: One of the key challenges for businesses is retaining users and customers. MoEngage focuses on retention marketing strategies, helping businesses identify and re-engage users who may be at risk of churning.
3. Personalization: Personalized communication is crucial for customer engagement. MoEngage enables businesses to tailor their messages based on user behavior, preferences, and demographics, creating a more personalized and relevant user experience.
4. Automation: Automating marketing campaigns allows businesses to streamline their processes and send targeted messages based on user actions or specific conditions. This helps in delivering timely and relevant content to users without manual intervention.
5. Analytics and Insights: MoEngage's analytics features provide businesses with valuable insights into user behavior, campaign performance, and overall engagement metrics. This data-driven approach allows businesses to make informed decisions and optimize their marketing strategies.
6. Multichannel Marketing: With users accessing content through various channels, businesses need to have a presence across different platforms. MoEngage supports multichannel marketing, allowing businesses to reach users through push notifications, in-app messages, emails, SMS, and more.
7. Customer Journey Optimization: Understanding and optimizing the customer journey is critical for providing a seamless user experience. MoEngage helps businesses map the customer journey, identify touchpoints, and optimize interactions to enhance overall satisfaction and loyalty.
8. Segmentation: MoEngage enables businesses to segment their user base based on specific criteria, allowing for targeted and more effective communication. This ensures that messages are delivered to the right audience at the right time.

What are some customer benefits?

Customers can derive several benefits from businesses using MoEngage as a customer engagement platform. Here are some key customer benefits:

1. Personalized Experience: MoEngage enables businesses to deliver personalized content and messages based on individual user behavior, preferences, and demographics. This results in a more tailored and relevant experience for customers, enhancing their satisfaction with the brand.
2. Timely and Relevant Communication: Through automation and targeted campaigns, businesses using MoEngage can send timely and relevant messages to customers. This ensures that users receive information, promotions, and updates when they are most likely to be interested, improving the overall customer experience.
3. Multichannel Engagement: MoEngage supports communication across various channels such as push notifications, in-app messages, email, and SMS. This multichannel approach allows customers to interact with the brand through their preferred channels, increasing convenience and accessibility.
4. Reduced Information Overload: With personalized and targeted communication, customers are less likely to be bombarded with irrelevant messages. This helps reduce information overload for users, ensuring that they receive communications that are meaningful and valuable to them.
5. Improved User Retention: MoEngage focuses on retention marketing strategies, helping businesses identify and re-engage users who may be at risk of churning. This can lead to improved customer loyalty and a longer-lasting relationship between the customer and the brand.
6. Enhanced Customer Journey: Businesses using MoEngage can optimize the customer journey by understanding user interactions and touchpoints. This leads to a more seamless and enjoyable experience for customers as they navigate through different stages of their engagement with the brand.
7. Increased Product Awareness: Through targeted campaigns, businesses can use MoEngage to raise awareness about new products, features, or promotions. This ensures that customers stay informed about offerings that may be of interest to them.
8. Better Customer Service: MoEngage can be utilized to send important updates, support information, or feedback requests. This helps in providing better customer service and ensuring that customers are well-informed and satisfied with their interactions with the brand.

Overall, the customer benefits of MoEngage revolve around delivering a more personalized, convenient, and engaging experience. By leveraging this platform, businesses can build stronger relationships with their customers, resulting in increased customer satisfaction, loyalty, and potentially higher customer lifetime value.

How is your user currently solving the problem?

1. Manual Communication: Some businesses may manually manage customer communication through emails, phone calls, or other traditional methods. While this approach allows for a personalized touch, it may become impractical as the customer base grows.
2. Basic CRM Systems: Customer Relationship Management (CRM) systems are commonly used to manage customer information and interactions. Basic CRM systems may have some email automation features, but they may lack the advanced capabilities provided by dedicated customer engagement platforms.
3. Social Media Engagement: Businesses often use social media platforms for customer engagement. They may respond to customer inquiries, share updates, and run promotional campaigns through social media channels. However, this method may not cover all communication channels.
4. Email Marketing Tools: Some businesses rely on standalone email marketing tools to send newsletters and promotional emails. While these tools are effective for email campaigns, they may not cover other communication channels like push notifications or in-app messaging.
5. In-House Development: Larger enterprises may have the resources to develop in-house solutions for customer engagement. This could involve building custom software to automate communication and track user interactions. However, this approach requires significant development resources and ongoing maintenance.

Step 2: Define the JTBD of the product

What Makes MoEngage Different

MoEngage stands out in the crowded enterprise product market by offering a more integrated and comprehensive solution than its competitors, Adobe Marketing Cloud and Salesforce Marketing Cloud. While Adobe and Salesforce require users to juggle multiple platforms for different marketing functions such as analytics and campaign management, MoEngage provides a seamless all-in-one solution. This not only simplifies the marketing process but also allows businesses to manage all aspects of customer engagement from a single platform.

By offering a holistic approach to customer engagement, MoEngage positions itself as the only tool that businesses need for their marketing efforts. This unique selling point sets MoEngage apart from other enterprise products and makes it a valuable option for businesses looking for a more efficient and streamlined marketing solution. With MoEngage, businesses can focus on creating meaningful connections with their customers, without the hassle of switching between different platforms and tools.

One significant advantage that MoEngage has over other enterprise solution providers is its straightforward billing process. Typically, with providers like Adobe and Salesforce, users face the issue of double billing. This means that for each user that is tracked in any product, such as analytics or campaign management, charges are incurred separately. This can lead to an unnecessary increase in costs for businesses that are utilizing multiple services from these providers.

In contrast, MoEngage offers a more cost-effective billing solution. There is no double billing, and charges are based on a platform, rather than on a per-product basis. This pricing model can lead to substantial savings for businesses, as it simplifies the billing process and eliminates the extra fees that can accumulate when using multiple services. As a result, MoEngage has become the number one preferred option for marketers who are not only looking for an integrated customer engagement tool but are also keen on optimizing their marketing budget. By choosing MoEngage, businesses can invest their resources more wisely, ensuring that their marketing dollars are spent on reaching and engaging customers, rather than on excessive billing fees.

Step 3: Understanding your user

Focus ICP Parameters

Step 4: Articulating the core value prop

1. For [Seed and Series A Funded Companies] who need to manage campaigns efficiently and implement personalization in customer-facing comms, MoEngage is a Martech company that provides a centralized dashboard that helps them to execute personalized campaigns with insights-led engagement strategy.
2. For [Series B and Series C Funded Companies] who need to scale campaign operations and implement personalization at scale with advanced analytics in customer-facing comms, MoEngage is a Martech company that provides a centralized dashboard that helps them to execute personalized campaigns with advanced analytics and huge scale.

Section II : Find your Brand wedge

Step 1: Answer 5 core questions

Step 2: Define your brand wedge

if category perception is a category problem and my user feels a [specific user pain point], then my brand will always solve for [user-nonnegotiable]

if category perceptions are that marketing automation tools are limited with their capabilities and my user feels that currently there are no products in the marketing in this category that enable a marketer to fully automate the marketing operations under one dashboard, then the brand will always solve for building awareness with customer informing them about the tool that MoEngage is the full stack customer engagement platform for B2C business.

Step 3: How will your brand look?

I am seamless but not simple

I am analytical but not aloof

I am value-oriented but not second-rate.

Logo

The wordmark conveys the idea of being 'centered around the user'. It is designed by using both the negative and positive spaces to form an image of a user within the space of the letter 'O'.

Step 4: How will your brand speak?

I am resourceful but not imposing

Step 5: How will your brand behave?

I am innovative but not impractical.

Section III: Apply Brand on and off the product

Step 1: Take screenshots of the following:

Onboarding Screen

Step 2: Apply the brand footprint to changing copy across every single touchpoint.

Updated web copies

Lead with Insights, Engage with Heart

MoEngage® is an insights-led Customer Engagement platform for consumer brands, that empowers marketers and product owners with AI-driven insights to create omnichannel experiences that consumers love.

Leverage the Power of Personalization

Across every channel, at every journey touchpoint, your customers get the right message at the right time. We give you the data insights to make that possible.

Get Enterprise-Ready Scale & Security

We grow with you. Today, we help brands deliver personalized engagement securely and reliably to 1/7th of the world's population every month.

Step 3: Apply the brand footprint to the visual design across every single touchpoint

Currently, the brand footprint is properly followed in the visual design, there is nothing much to do there.

Step 4: Apply the brand footprint on how you behave with users

At present, the brand's presence is strongly aligned with its customer interaction policies. MoEngage has earned a commendable reputation for its customer success practices, which are a testament to the brand's commitment to serving its clients effectively. Moreover, the brand's global reach, with offices in more than 13 countries, poses a practical challenge to modifying assets. Each region operates with its unique strategies, tailored to local market conditions and cultural nuances, making uniform changes unfeasible.

This decentralized approach allows for a greater understanding and response to the distinct needs of diverse markets. It maintains the brand's core values while adapting to the specific demands and expectations of customers around the world. Consequently, MoEngage has successfully created a global brand footprint that respects regional differences and leverages them to enhance customer engagement and satisfaction at a local level.