Scaling New Heights
When WayBeyond, a pioneering New Zealand agtech company, set its sights on scaling operations and entering new markets, the need for a refreshed brand and marketing strategy became clear. As a spin-off from Autogrow, WayBeyond’s brand had inherited too much of its predecessor’s legacy, and it was time to tell its own unique story. To tackle this, WayBeyond partnered with Proxi, leveraging the expertise of a fractional Chief Marketing Officer to drive their marketing transformation and fuel their growth through a comprehensive SaaS marketing strategy.
Darryn Keiller, CEO of WayBeyond, shares:
“As we transitioned from product-market fit to go-to-market fit, we realized our brand was still carrying too much influence from our origins at Autogrow. We needed a fresh, standalone identity and a marketing strategy that aligned with where we wanted to go. Also, we needed marketing leadership to navigate this critical phase effectively. That’s when we decided to engage with Proxi – but really, it was about the people we worked with, especially Christelle, Dave, and Stephanie, who helped us scale WayBeyond to new heights.”
WayBeyond faced several hurdles:
- Outdated marketing strategy: the existing strategy that got WayBeyond to product-market fit wasn’t suitable for the next growth phase due to the shift from SMBs to Enterprise customers, and from hardware to hardware-enabled SaaS.
- Misaligned brand positioning: the brand messaging and identity did not reflect the company’s strategic focus and unique value proposition.
- Need for expertise: WayBeyond required experienced marketing leadership to join the senior leadership team, bring B2B SaaS and global expertise, develop a robust and scalable SaaS marketing strategy and capability.
From Strategy to Execution
Proxi stepped in with a comprehensive approach. Darryn Keiller continues:
“Our fractional CMO quickly became an integral part of our senior leadership team, helping us shape a new narrative for WayBeyond. Christelle brought an incredible depth of B2B marketing experience, and the entire team felt the impact of her leadership almost immediately. What stood out was how she involved everyone in the process, taking us on the journey of transforming the brand.”
Proxi supported Waybeyond in many ways. They provided a fractional product marketer, Dave, to support WayBeyond while hiring a full-time product marketing manager. They also recommended other fractional leaders to support the company’s growth.
Stephanie, Proxi’s creative director, played a crucial role in leading the visual transformation. She worked alongside Christelle and Dave to guide the team through the creative process. Together, they built a refreshed brand, designed a new website, and crafted compelling assets that brought WayBeyond to life at major tradeshows. Their collaborative workshops aligned WayBeyond’s team and set a clear strategic direction.
“Proxi developed a focused SaaS marketing strategy and a 12-month marketing plan. They created a detailed marketing budget aligned with the plan and resources, coached our generalist marketers, and improved our tech stack. Their efforts established the necessary Account-Based Marketing foundations, focusing on brand, domain expertise, and relationships with target accounts. Proxi’s strategic implementation set the stage for our successful market transformation.”
“Proxi helped us roll out the new brand across all channels and assets, culminating in a successful launch at Fruit Logistica, the world’s largest fresh produce trade show held annually in Berlin, Germany. The engagement there was remarkable. Our booth, speaking slots, and branded merchandise showcased our renewed market presence, and more importantly attracted the right prospects and fostered the right conversations. The event results were impressive, exceeding our KPIs.”
Darryn feels compelled to add: “But it wasn’t just about the strategy – it was about how Christelle, Dave, and Stephanie brought heart and passion to the project, which really inspired us.”
A Strategic Partnership for Growth
The Proxi team transformed WayBeyond’s market presence. “The rebranding and strategic focus significantly improved our engagement with target accounts and demonstrated our leadership in digital agronomy. Our brand positioning and messaging were enhanced, and we were able to connect with key industry players in a much more authentic and impactful way,” concludes Darryn Keiller.
The positive media coverage and increased brand visibility reinforced the company’s position in the market. It saw significant traction and interest from top industry players, further validating its strategic direction. The comprehensive approach provided by Proxi not only addressed its immediate challenges but also set a solid foundation for sustained growth and success.
“Our fractional CMO built the marketing capability we needed to meet our ambitious goals, establishing a team fully aligned with our values, and complementing each other in terms of skill sets and working styles. This made the onboarding of our new Head of Marketing and the handover from Proxi a breeze!”
“Partnering with Proxi was a game-changer in navigating this critical growth phase. It wasn’t just a commercial decision – it was about working with a talented team that became part of our own. For any company looking to achieve transformational growth, I highly recommend engaging with Proxi. Their ability to develop and execute a comprehensive SaaS marketing strategy, combined with their deep understanding of our industry, made a significant impact on our business.”
