Case Study: SugarCRM achieves soaring B2B awareness with Propane Studio

Challenging a Leader with a Bold Strategy

SugarCRM needed a complete overhaul of its brand and website, and Propane Studio found that Salesforce was controlling much of the conversation funnel. The challenge was to reposition SugarCRM as a strong challenger brand with clearer messaging, stronger differentiation, and a website that could support the full buyer journey.

Propane Studio delivered a new brand strategy, brand architecture, personas, messaging matrix, logo update, brand guidelines, website redesign, and SugarCon event materials. The result was a bolder market position for SugarCRM as a viable alternative to Salesforce, with increased B2B awareness and prospects of all sizes recognizing SugarCRM as the best enterprise solution.

SugarCRM