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Branding to sell a technical SAAS product to a
non-technical BtoB audience

As a company founded in India by two brilliant scientists, Zenoti had launched in the U.S. as a robust solution for the management of spas and salons. However, their messages weren’t resonating with potential buyers because they were technically focused on how the software performed rather than on the ways it would transform the lives of the owners. They needed a way to explain what they did so their non-technical buyers would understand and embrace the offering.

Strategy / Approach

We defined the technical advantages of Zenoti, then translated them into benefits that resonated with the owners of spas and salons. We humanized the brand by focusing on the people Zenoti serves and showing how they experience their software. Then, we developed a web presence to express the new brand online.

Result / Final Experience

Zenoti can better relate to their BtoB customers and prospects because the company has aligned on the best messages to appeal to them. Their new website provides an overview of the software benefits without getting technical in a way that is off-putting to the audience of salon and spa owners.

In just three months, I got a new brand, great messages and a new website design. I’ve received incredibly positive feedback on the work from our management team and our board. — Saritha Katikaneni, VP Marketing, Zenoti