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Case Study – CPaaS Product Launching

Launching a CPaaS Product with a Strategic Full-Funnel Approach

Go-to-Market Execution / SaaS Growth

  • Market Positioning & Gap Analysis
  • Full-Funnel Campaign Deployment
  • Customer Onboarding Optimization
  • Retention & Community Engagement
Overview Pain Points Solutions Connect

In 2023, MSG91, a global leader in Communication Platform as a Service (CPaaS), made its strategic entry into the U.S. market. Already established internationally with a robust customer base and innovative messaging API solutions, MSG91 set out to build its presence through a strong funnel strategy in a highly competitive U.S. landscape. Our goal was to secure an initial customer base, build brand awareness, and establish a foundation for long-term growth.

Our approach combined digital advertising, content marketing, public relations, partnerships, and personalized sales outreach to create a strong, cohesive entry strategy. As a result, MSG91 successfully acquired new customers, increased brand recognition, and established itself as a credible CPaaS option in the U.S.

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PAIN POINTS THEY WERE EXPERIENCING:

  • Market Saturation Challenges: The U.S. CPaaS space was dominated by well-established players like Twilio and Vonage, making it difficult for a new entrant like MSG91 to differentiate and gain visibility.
  • Onboarding Complexity & Integration Friction: New users often struggled with API implementation, and a lack of guided onboarding risked early user drop-off and poor first impressions.
  • Competitive Pricing Pressure & Retention Risk: High customer expectations, paired with aggressive pricing from competitors, made it essential to deliver exceptional value, support, and retention strategies from day one.

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The Solutions We Brought

Market Analysis and Strategy

We conducted a deep-dive assessment of the U.S. CPaaS market to identify unmet needs. This helped reposition MSG91 as a cost-efficient, customer-centric alternative—particularly appealing to SMBs and startups looking for multi-channel communication tools.

Full-Funnel Marketing Execution

We designed and deployed an integrated funnel strategy across all stages of the buyer journey: awareness (ads, PR), consideration (blogs, webinars, retargeting), and conversion (personalized sales outreach and offers), ensuring consistent engagement and message clarity.

Personalized Onboarding and Technical Support

A hybrid onboarding process was introduced—featuring automated email sequences, API setup wizards, and live technical support. This gave new clients a smooth start and reduced drop-off during integration.

Customer Retention and Community Building

Post-sale, we built engagement through success check-ins, referral incentives, and community-led spaces. Monthly newsletters and product updates sustained loyalty and positioned MSG91 as a long-term partner, not just a tool.

Post-sale, we built engagement through success check-ins, referral incentives, and community-led spaces. Monthly newsletters and product updates sustained loyalty and positioned MSG91 as a long-term partner, not just a tool.

— Marketing Director, MSG91

MEET US

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