Award-Winning Go-to-Market Strategy and New Website for Probax SaaS pivot
In a transformative era for data protection and security, Probax redefined its business model to focus on its award-winning SaaS innovation for MSPs, leaving behind its managed services and aggregator roots. To enable this bold pivot, Probax partnered with Filament for strategic messaging, UX design, and website development that aligned with its vision. The result was a high-impact launch that reinforced its position as a leader in Veeam-powered data protection for MSPs.
Filament’s rapid and agile approach ensured that Probax’s new direction was not only clearly communicated but also effectively positioned for global success. With a compelling value proposition, a user-focused website, and collaborative alignment with partners Veeam and Wasabi, Probax was poised to scale its SaaS offering globally.
About Probax
Probax is a channel-first SaaS company that empowers Managed Service Providers (MSPs) with an intelligent, centralised platform for backup management and ransomware protection. Probax MSP Backup simplifies the enterprise-grade power of Veeam Data Platform and seamlessly integrates it with the performance, scalability and value of Wasabi hot cloud storage.
Headquartered in the US, the company’s focus is to solve MSPs’ greatest data protection challenges, including managing operational inefficiencies, reducing ransomware recovery times, and offering flexible, scalable solutions tailored to their needs. Probax’s innovative approach enables MSPs to transition from reactive to proactive strategies while maintaining robust data protection for their end clients.
Industry: Data Protection
Type: SaaS
Offering: Backup Management Platform
Target Markets: Managed Service Providers (MSPs)
Vendor Channels: Veeam, Wasabi
Filament Services Used:
The Challenge:
Pivoting to a SaaS model while redefining market presence
Probax faced a unique challenge: following the sale of its managed data protection services business to ThinkOn, it needed to transition from a hybrid services and SaaS model to a pure-play SaaS provider. This shift required Probax to clearly define its strategic value proposition, develop a strong Go-to-Market strategy, and build a digital presence that resonated with its target audience of MSPs.
The leadership team understood the importance of positioning itself as a trusted SaaS partner. The pivot meant addressing challenges such as:
- Rebuilding its brand identity and value proposition around its SaaS focus.
- Aligning with key vendor partners, Veeam and Wasabi Technologies, to strengthen market differentiation.
- Launching a new website and messaging in order to launch through global distributors like Rhipe, TD Synnex, and Pax8.
Moreover, Probax needed to reassure existing vendor partners of the value of its SaaS offering while winning new clients in a competitive and rapidly evolving landscape.
The Engagement:
How Probax approached us
Probax’s leadership team needed a partner with a deep understanding of the MSP and SaaS markets – one who could deliver results quickly and effectively. With a 7-year track record of engaging Filament for a range of strategic marketing projects, Probax reached out after the completion of the sale of its services business.
In an initial consultation, Filament demonstrated its expertise in crafting value propositions, designing intuitive user experiences, and developing high-performance websites tailored to the IT channel. Probax’s decision to engage Filament was solidified by the cultural alignment and Filament’s agile, no-nonsense approach.
The collaboration began with comprehensive discovery sessions to unpack Probax’s challenges, goals, and audience needs. These insights formed the foundation for a strategic approach to design and messaging. Probax trusted Filament to deliver a solution that would not only meet its immediate needs but also position it for sustained success in its new SaaS identity.
The Solution:
Develop a strategy in collaboration with multiple vendor partner sales and marketing teams
Filament became a key member of the Go-to-Market team, collaborating closely with leadership and key personnel at Probax, Veeam and Wasabi.
Filament’s solution for the Go-to-Market was a holistic approach encompassing strategy, design, and execution:
Strategic Positioning
Filament crafted a compelling value proposition that highlighted Probax’s unique offering as the #1 in Veeam-powered innovation. The messaging focused on solving MSPs’ greatest challenges, from ransomware resilience to operational efficiency.
Company Brand Refresh
Filament undertook a comprehensive brand refresh for Probax, designing a cohesive identity that aligned with its pivot to a SaaS-only business. This process included the creation of a new style guide to ensure consistency across all visual and messaging touchpoints, along with a sleek, modern look and feel that reflected Probax’s innovative approach to data protection.
Product Naming Conventions
Filament led the development of the name for Probax’s new SaaS backup management portal, “MSP Backup,” combining creative direction with data-driven insights into how prospective customers search for solutions. This search-intent-led ideation ensured the name was intuitive, descriptive, and aligned with MSPs’ needs for simplicity and reliability. Building on the legacy of Probax’s earlier products, ‘Hive’ and ‘Scout,’ “MSP Backup” was positioned as the evolved, next-generation solution that encapsulates the platform’s enhanced features and proactive capabilities.
The result was a product brand that is instantly recognizable, easy to understand, and perfectly tailored to attract and engage MSPs in search of streamlined data protection solutions.
UX and Design
Filament designed a sleek, user-friendly website optimised for Probax’s target MSP audience. The site was built to guide MSPs through clear buyer journeys, emphasizing the benefits of Probax’s SaaS platform.
Website Migration and Web Development
Leveraging an agile development process, Filament delivered the website on a tight timeline, ensuring it was ready for the company’s global launch. Probax’s preferred CMS and hosting solution was HubSpot, and Filament developed the website using the HubSpot HubL syntax.
Partner Alignment
Filament facilitated messaging alignment between Probax and its vendor partners, Veeam and Wasabi Technologies, reinforcing collaborative strength in the market.
The Benefit:
Delivering clear market differentiation and global alignment for growth
The comprehensive Go-to-Market and positioning strategy delivered by Filament provided Probax with:
Enhanced market differentiation
A clear and compelling value proposition that set Probax apart from competitors.
Streamlined buyer journeys
A user-focused website that made it easier for MSPs to understand and adopt Probax’s SaaS platform.
Global partner collaboration
Alignment with Veeam and Wasabi strengthened market presence and credibility.
Optimized speed to market
Rapid website development enabled a timely launch, critical for Probax’s pivot.
The Result:
Driving success with a high-impact launch and award-winning recognition
The successful launch of Probax’s SaaS business not only resonated with MSPs but also garnered industry recognition. The pivot and its supporting digital assets played a key role in Probax winning “Best Marketing Partner – APAC” at the Wasabi Global Channel Awards in 2024.
Probax’s new website and positioning have driven measurable growth in partner engagement and distribution through channels like Rhipe, TD Synnex, and Pax8. With its innovative SaaS platform, Probax is now a trusted partner for MSPs seeking smarter, more efficient data protection solutions.
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