Go-to-Market Strategies
Personify: A2Z Events
In my current position as a Senior Product Marketing Manager at Personify, I manage the marketing efforts for A2Z Events, an event management software used by organizations to plan and execute complex events. I help drive the go-to-market strategy in close collaboration with product, sales, and marketing teams, supporting new product and feature launches from positioning and messaging through launch planning and sales enablement.
A2Z Mobile App Enhancements
Problem: A2Z Events’ mobile app was falling behind the market, particularly with networking capabilities. Compared to competitors, the app lacked essential functionality that supported attendee and exhibitor engagement. To close this gap, the Product and Development teams introduced several key enhancements, including appointment scheduling, direct messaging, and Matchmaking: an AI-powered recommendation feature connecting attendees and exhibitors. As these enhancements were developed, I partnered closely with cross-functional teams to help build the go-to-market strategy for the updated mobile app.
Research:
I conducted in-depth research to understand both the competitive landscape and customer needs, including:
Analyzing mobile app offerings from key competitors such as MapYourShow, Cvent, and eShow to identify feature gaps, strengths, and differentiation opportunities
Defining buyer and user personas to better understand who the app serves and how it’s used across event stakeholders
Identifying core value drivers and differentiators of the enhanced mobile app
Developing positioning and messaging that clearly articulated the customer problems being solved, how the updates strengthened A2Z’s overall value, and what made the app uniquely competitive in the market
Solution:
Using these insights, I helped bring the updated mobile app to market through a coordinated, cross-functional launch effort:
Created new external marketing collateral, including a detailed overview and a sales-ready presentation to support demos
Developed internal sales enablement documentation outlining key use cases, benefits, and talking points
Partnered with Marketing to plan and execute an email campaign announcing the mobile app enhancements
Collaborated with Marketing and Product to plan and launch a webinar introducing the updated mobile app and its value to both prospective and current clients
Collaborated with the web team to update the mobile app landing page using the new positioning and messaging
Partnered with the Support team to train Sales on the updated app and its new features
Worked with Support to produce a demo video for both current customers and prospective buyers
Result:
A2Z Mobile App sales increased by 10% within eight months
Equipped internal teams with a clear, unified story around the enhanced mobile app, closing previously identified messaging and enablement gaps. Sales and Support teams were better prepared to articulate the app’s networking value and differentiate A2Z Events in competitive conversations
A2Z’s Event Sales Engine
Problem: A2Z Events lacked a streamlined way for exhibitors and sponsors to purchase booths, sponsorships, and add-ons within a single transaction. This fragmented buying experience created friction for buyers and limited upsell opportunities for event organizers. To address this, the Product team developed a new all-in-one purchasing workflow that consolidated these sales into a single cart experience. As this solution was engineered, I partnered closely with cross-functional teams to help build and execute the GTM strategy for this new consolidated workflow: the Event Sales Engine (ESE).
Research:
To create the GTM strategy, I conducted in-depth research focused on buyer behavior, competitive differentiation, and more, including:
Analyzing booth and sponsorship purchasing workflows from competitors such as MapYourShow, Cvent, and eShow to identify gaps, strengths, and differentiation opportunities
Defining buyer and user personas to clarify who benefits from the ESE, including current A2Z clients, exhibitors, sponsors, and event organizers, and how it supports their purchasing and selling goals
Identifying core value drivers and differentiators of the ESE, with an emphasis on simplicity, efficiency, and revenue impact
Developing tailored positioning and messaging for both prospects and existing A2Z clients, highlighting the purchasing challenges addressed, the added value to A2Z’s platform, and the ESE’s competitive differentiation
Solution:
Using these insights, I supported the launch of the ESE through a coordinated, cross-functional GTM effort:
Created external marketing collateral, including a detailed product overview, multiple feature-specific one-pagers, and PowerPoint presentations to support demos
Developed internal sales enablement materials outlining key use cases, benefits, and recommended talking points
Partnered with Marketing to plan and execute an email campaign announcing the ESE
Collaborated with Marketing and Product to plan and launch a webinar introducing the ESE and its value to both prospective and current clients
Worked with the web team to build a dedicated ESE landing page using the new positioning and messaging
Collaborated with Support to produce multiple demo videos, tailored with distinct positioning for current clients and prospective buyers
Result:
The ESE officially launched in October 2025, and detailed performance analytics are currently being collected
Internally, this GTM strategy equipped Sales, Support, and Marketing teams with a clear and consistent story around the ESE’s value, enabling more confident conversations regarding booth and sponsorship purchasing workflows. Feature-specific collateral, demos, and training helped teams quickly understand how the ESE streamlined the buying experience while providing new upsell opportunities for event organizers.
Externally, the ESE launch repositioned A2Z Events with a more modern, revenue-focused purchasing experience, addressing a known friction point for exhibitors and sponsors. Early customer conversations and demos reflected strong interest in the simplified, all-in-one cart workflow, reinforcing the ESE as a meaningful enhancement to A2Z’s monetization capabilities. Performance metrics and adoption insights will continue to be evaluated as customers engage with the new workflow.