Project Description

Mozenda: IT Software & Services


Strategy: Updated marketing plans

Messaging: Revised corporate positioning & product messaging

Sales enablement: Sales sheets

Content marketing: Created and executed annual plan

Blogs: Authored posts based on content schedule

Videos: Created concepts, storyboards and revised drafts into final clips

Websites: Complete redesign (site architecture, wireframes & content)

Email marketing: Nurturing campaign content


Within six months, Mozenda was receiving more monthly leads than the sales team could handle

Repositioning a 10-Year-Old Software Company For Growth

Located in Provo, Utah, Mozenda is a major player in web scraping. It’s more than a decade old. It’s established. It has a very capable Director of Marketing in place. So why did the COO ask us for an external perspective? That’s the point. Sometimes, an experienced and unbiased mind can see opportunity and clarity where others can’t. 

This was a mutually enjoyable and successful 8-month engagement very similar to the renovation of an old home. Collaborating with Mike Alvarez, Mozenda’s Director of marketing, we started by stripping everything back to the studs, took a close look and then modernized what needed updating. 

We analyzed enterprise and SME sales processes, conducted customer research to gather data on market perceptions and updated messaging. We then integrated the new messaging into tactical execution that covered Mozenda’s complete digital presence, product marketing holes and sales enablement to increase self-signups. 

Tactical execution included product marketing fundamentals such as pricing, use cases and industry applications as well as customer validation. We filled holes in those areas with educational content, application recommendations, new case studies and three superbly produced customer videos. This marketing foundation that this project and its deliverables created helped Mike blow away his KPIs in the following year, growth that has continued unabated since then.

“Nigel has a brilliant mind. He can either come up with ideas for concepts or put the right thought process behind existing ideas to make them a success. His ability to also just “go for it” in terms of allowing his creative mind to go further than other minds dare to go, is what I believe helped to nail the messaging we needed at Mozenda to move our market position closer towards our focus on enterprise account sales. Nigel is truly gifted in messaging, positioning, strategy & copy, with the unique ability to make it all fit together in a way that just works. “


Add Some External Brilliance To Your Marketing



You may not even recognize all the marketing opportunities for your organization or prioritize the obvious ones. There may only be a nagging voice in your head that you could be doing better. Perhaps you need an outsider to analyze your lead scoring, tweak your in-bound nurturing logic, or update what you’re saying and whom you’re saying it to. This is what we do. All the time.