The Brand Pivot

Unifying 10 different B2B SaaS products under one powerful brand narrative

New York, NY | McGraw Hill Education | 2025

Challenge

  • Market research revealed a disconnect: customers valued our individual products but didn't associate them with the trusted McGraw Hill master brand

  • Our Core, Supplemental, and Intervention marketing teams were operating in silos, creating a fragmented story that confused buyers about our total solution

  • Market research revealed that the outcome customers were looking for was student confidence in their solution

Strategy

  • Orchestrate a "Total Math" brand strategy to break down silos

  • Work with research to identify the key emotional drivers for math educators

  • Build a centralized messaging framework that aligned all 10 products under the campaign concept "Where Confidence Adds Up," ensuring every product spoke the same language while addressing specific customer needs

Key Results

  • Unified a 10-product portfolio across Core, Supplemental, & Intervention

  • Aligned cross-functional teams (Product Marketing, Brand, & Creative) to tell master brand story

  • Email drip outperformed benchmarks with 56% CTOR

  • Launched "Total Math" Ecosystem with microsite, social ads, & sales trainings

The Rollout

  • Brand & Messaging Framework: Built a unified messaging framework that connected 10 distinct SaaS products to a single brand promise

  • Cross-Functional Leadership: Coordinated strategy across Core, Supplemental, Intervention, Product Marketing, Brand, Creative, and external agencies

  • Full-Funnel Campaign: Executed a multi-channel launch including a dedicated microsite, digital ads (Social/PPC), and print brochures

  • Sales Enablement: Developed training materials to teach the sales team how to sell the "Total Math Story" rather than just individual widgets

“Matt is an amazing partner!”

— Christina, RVP of Sales at McGraw Hill

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