From Series A to Scale: Anvyl launches new product and growth plan for 2020

When Anvyl came to Measure in 2019, the supply chain startup was about to announce their Redpoint-led Series A funding round. Following quick adoption by popular consumer brands and promising early-stage performance, Anvyl was ready to ramp up their marketing efforts.

Anvyl is a modern startup competing in a traditional space. In addition to a strong Series A announcement, they were launching a new product—they needed to position themselves as a platform ushering in a more connected, transparent supply chain. They engaged Measure to create a messaging manifesto that would speak to innovative consumer brands, build a post-launch marketing and content plan, and help them achieve their long-term revenue and acquisition targets.

To kick off the project, Measure held a workshop with Anvyl’s team to identify and agree upon key messaging for the existing product, new product, and the company as a whole. We first solved a crucial unknown: how to categorize Anvyl’s updated solution set. Afterward we identified Anvyl’s ideal customer profile and value proposition for each segment of their market, building out a manifesto that would serve as a shared reference point for all future marketing content.

Next we built a comprehensive marketing plan supported by a deep dive into Anvyl’s financial goals along with custom competitor and SEO research. This deliverable included technology and hiring recommendations, product launch framework, and a detailed content strategy.

From there we produced high-quality content that would put the manifesto into action, including an entirely redesigned website with copy that reflected Anvyl’s new messaging. We published a foundational white paper on supply chain innovation, campaign content for each of Anvyl’s marketing channels, and several customer case studies to move pipeline through the funnel.

To help meet Anvyl’s sales goals, we partnered with Interimly to launch Anvyl’s paid marketing. This included building out reporting metrics and integrating Salesforce and Hubspot to improve marketing and sales workflows.

Measure managed the Series A announcement process from end to end, including aligning PR efforts with a broader marketing campaign that would generate qualified leads alongside the general media buzz. After the launch, Anvyl had both a solid demand gen engine in place and a steady influx of prospective customers to help them reach ambitious goals for their next stage of growth.