At DIGARC, Benjamin Powell led marketing as the department head, reporting directly to the CEO. During a period of transformative change, Benjamin realigned the company’s brand strategy, helped define its product portfolio, and executed marketing strategies that drove SaaS revenue from $10M to $30M and implementation revenue from $42M to $70M in just over two years. His efforts culminated in a strategic sale, achieving significant ROI for stakeholders.


CHALLENGE
–  Misaligned Brand Positioning: The company’s focus on being a "cutting-edge" leader alienated its core audience. A deeper analysis revealed the need to pivot toward a "customer-centric" brand identity.
– Limited Product Portfolio: To meet aggressive business growth targets, the company needed to identify and develop complementary products to expand its offerings.
– Growth Stagnation: Marketing efforts needed to generate significant new customer acquisition while retaining and upselling existing clients.
– Event Scaling: The company’s annual user conference required scaling to accommodate growing interest and to strengthen community engagement.


SOLUTION
– Brand Realignment: Conducted a brand audit, revealing the need to shift the brand’s core pillar from “cutting-edge” to “customer-centric.” Marketing efforts focused on messaging and campaigns emphasizing the company’s ability to provide exceptional client support and solutions tailored to customer needs.
– Product Portfolio Expansion: Collaborated with cross-functional teams to analyze market size and identify complementary products to enhance the portfolio, aligning with growth objectives.
– Targeted Campaigns: Launched multi-channel campaigns, including SEO, PPC, email, social media, events, and public relations, to drive demand and engagement.
– Event Growth Strategy: Expanded the annual user conference from 900 to 1,500+ attendees, incorporating customer-focused content and fostering stronger client relationships.


RESULTS
– Revenue Growth: SaaS revenue increased from $10M to $30M, and implementation revenue rose from $42M to $70M, exceeding growth targets.
– Improved Brand Perception: The repositioning toward a customer-centric brand resulted in stronger alignment with client expectations and increased trust.
– Expanded Market Reach: Identified new market opportunities, resulting in the development of complementary products that supported business growth.
– Demand Generation Success: Delivered +133% growth in demo requests, +90% increase in webinar attendance, and +27% in targeted website traffic.
– Community Engagement: Scaled the annual user conference to 1,500+ attendees, strengthening relationships and driving loyalty.


This case study showcases Benjamin Powell’s expertise in aligning brand strategy, executing innovative marketing initiatives, and driving measurable growth in highly competitive markets. His leadership was instrumental in DIGARC’s transformation and eventual strategic sale.