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Broadvoice Dumps XBP, YipTel, Unveils New, Unified Brand Strategy

Strategy

Broadvoice is retiring the XBP and YipTel brands it acquired in the last few years and will combine them under a unified brand strategy.

As part of this effort, the company is refreshing its brand identity and launching a redesigned website. The new brand with make its public debut at next week’s Channel Partners Conference & Expo.

Marisa Freeden, Broadvoice’s vice president of brand experience, tells Channel Partners immediate benefits for partners include a new co-branding kit available now on the company’s partner portal and online order visibility coming later this month.

Broadvoice's Marisa Freeden

Broadvoice’s Marisa Freeden

“And with Salesforce integration and Microsoft Teams coming soon, partners can better serve their customers with Broadvoice,” she said. “We know where we win, and our brand strategy is to help partners target these customers through marketing support, our service experience and our platform.”

As Broadvoice developed this strategy, it leveraged input from its partner advisory board members, and engaged partners and influencers at the master agencies to understand their perceptions of the company, Freeden said.

“We validated what we already knew, which is that our service experience – both for the partner and customer – is where we provide the most value,” she said. “Partners wanted to see that capability scale.”

We recently compiled a list of 20 top UCaaS providers offering products and services via channel partners.

Broadvoice’s UCaaS business has doubled in revenue and employees in the last few years. In 2017, it acquired XBP, a software development company with proprietary technology that’s now the foundation for the flagship Broadvoice b-hive cloud communications platform. In 2018, the company also acquired YipTel, a Utah-based UCaaS provider, to accelerate the company’s ability to serve upper SMBs, midmarket companies and targeted verticals.

Streamlined customer onboarding and service delivery are 2020 objectives, along with several major initiatives to expand the Broadvoice product portfolio, including b-hive integrations with Salesforce and Microsoft Teams.

“Our sweet spot always has been the SMB space, and we recognize that the needs of SMBs are evolving,” Freeden said. “We believe that with our brand strategy and 2020 focus on platform stability and operational excellence, we have an unique competitive advantage. We’re taking a more personal approach to the customer journey while leveraging technology to simplify processes. We want to provide partners resources to do the same so that customers can trust they are working with a company that’s committed to their success.”

“Technology has redefined human interactions,” said Jim Murphy, Broadvoice’s CEO. “Device-based communication makes it easier to work remotely and be productive, but that comes at the expense of the spontaneous human moments that build real and meaningful connections. We’re doing our best to rekindle those moments with intuitive technology and a high-touch customer experience even as we scale.”


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