Filament

BACKGROUND

Please describe your company and position.

I am the Chief Operating Officer of Probax

Describe what your company does in a single sentence.

Probax provides a SaaS platform that helps managed service providers simplify backup management and protect their customers’ data using Veeam and Wasabi technology.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Filament to accomplish?

• Reposition Probax as a pure-play SaaS provider for MSPs after the sale of its managed services business to ThinkOn. Define a new value proposition, brand identity and product name for its backup management platform, MSP Backup, built on Veeam and Wasabi.
• Launch a new HubSpot COS hosted website and go-to-market messaging in time for global distribution through Rhipe, TD Synnex and Pax8, with messaging aligned to the sales and marketing teams at Veeam and Wasabi.
• Act as Probax's ongoing marketing agency across eight years: refresh the website as the business grew, and run content marketing, SEO and partner marketing to generate inbound demand and leads from MSPs.

SOLUTION

How did you find Filament?

Referral

Why did you select Filament over others?

• Pricing fit our budget
• Great culture fit
• Referred to me
• Company values aligned

How many teammates from Filament were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Filament acted as Probax’s marketing agency over an eight-year engagement, supporting both the growth of our cloud services business and our subsequent transition to a dedicated SaaS provider.

During the cloud services phase, their work included marketing strategy, account-based marketing, content marketing, SEO and partner marketing to build awareness and generate demand among MSPs across Asia Pacific and North America. Deliverables included website updates, marketing collateral, website copy, blog articles and press releases. Their understanding of the MSP market helped us communicate our value clearly and supported substantial growth across both regions.

Following the sale of our managed services business to ThinkOn, we engaged Filament to reposition and rebrand Probax for its SaaS focus. The scope included defining our value proposition, brand identity, product naming and go-to-market messaging, together with the content and collateral needed to introduce the new business to the market. Key deliverables included:

• A refreshed brand identity and style guide.
• Positioning and messaging tailored to MSPs.
• Product naming for the MSP Backup platform.
• Design, development and migration of a new HubSpot-hosted website, with clear customer journeys and product content.
• Copywriting and marketing collateral explaining the platform’s benefits and its integration with Veeam and Wasabi.
• Messaging alignment with Veeam and Wasabi’s sales and marketing teams.
• Go-to-market content supporting our distributor-led strategy through Rhipe, TD Synnex and Pax8.

Filament worked closely with our leadership team throughout, bringing strategy, creative development, content and execution together to support the launch within a tight timeframe.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Filament delivered the new website, brand refresh and MSP Backup positioning on a tight timeline, ready for Probax's global SaaS launch through distributors Rhipe, TD Synnex and Pax8.

An 8-year relationship across multiple projects, from website refreshes to content, SEO and partner campaigns. When Probax made its biggest business change, the SaaS pivot, it returned to Filament to lead it.

Filament began working with Probax in late 2017 and made a significant contribution to the growth of our legacy cloud services business across Asia Pacific and North America.

One clear measurable outcome was the 1,800% increase in North American partner signings in Q1 2019 compared with Q1 2018. By November 2019, Probax was also reporting 23% month-over-month growth in its global MSP partner base. Filament supported our marketing during this expansion, helping us communicate our value to MSPs and build demand.

Their contribution continued through subsequent product launches, including the global launch of Hive in 2020 and Honeycomb Object Storage powered by Wasabi in 2022. These were important milestones in expanding and marketing our legacy services portfolio.

In 2023, following our transition to a dedicated SaaS business, Filament helped deliver the launch of MSP Backup and MSP Backup for Microsoft 365. Their work brought together the new brand, positioning, website, content and collateral to communicate our new offering clearly and support its introduction to the global MSP market.

Probax’s Best Marketing Partner – APAC award at the 2024 Wasabi Global Channel Awards provided further recognition of the marketing supporting this new direction. Across the engagement, Filament helped us both scale an established business and bring a substantially different business model to market.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Filament managed projects very well and consistently went above and beyond to complete the work and meet our deadlines. Communication was clear throughout, with regular progress updates that kept us informed. They were responsive to our needs and handled feedback and document reviews thoroughly, making the process straightforward and collaborative. We could rely on Filament to follow through and deliver.

What was your primary form of communication with Filament?

Virtual Meeting

What did you find most impressive or unique about this company?

Their deep understanding of the MSP market and ability to translate that insight into effective marketing helped drive substantial growth for Probax. They became an extension of our team, supporting both our international expansion and our later transition to SaaS.

Are there any areas for improvement or something Filament could have done differently?

Nothing significant comes to mind. We were very happy with their work, communication and responsiveness throughout the engagement.

BACKGROUND

Please describe your company and position.

I am the Managing Director of JAGCON Group

Describe what your company does in a single sentence.

We provde Project Management and Engineering services in the Infrastructure, Energy and Mining industries. 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Filament to accomplish?

• Define JagChart's ideal customer profile, separating the primary buyer (Project Manager, Construction Manager or Senior Project Engineer) from the Project Director who acts as the approval gate, with Tier 1 and Tier 2 contractors treated as separate targets.
• Establish clear competitive positioning against Oracle P6, Aphex, Planera and Excel, anchored in what JagChart does that the alternatives cannot: live programme interrogation, automated reporting and an origin story built on Australian infrastructure delivery.
• Translate a feature-rich product into buyer-language messaging the JagChart team can use immediately across the website, sales conversations and content ahead of market launch.

SOLUTION

How did you find Filament?

Online Search

Why did you select Filament over others?

High ratings

How many teammates from Filament were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Create a GTM (go to market) playbook. 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Complete GTM Playbook delivered with positioning statement, a value statement, an elevator pitch, four messaging pillars and tailored messaging for two buyer audiences: site-based managers and Project Directors.

30 content ideas mapped by audience and funnel stage, giving the JagChart team a ready-made content pipeline for launch.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The team consistently met deadlines, communicated effectively and quickly addressed issues or feedback. 

What was your primary form of communication with Filament?

• In-Person Meeting
• Virtual Meeting

What did you find most impressive or unique about this company?

"We could already explain JagChart's standout features. We needed to articulate why it matters to large construction programmes. Filament helped us define who we're really selling to, where we win against our competitors, and how to say it in our buyers' language. The GTM Playbook is now the foundation of our go-to-market." 

Are there any areas for improvement or something Filament could have done differently?

No

BACKGROUND

Please describe your company and position.

I am the Digital Marketing Executive of Kube 365

Describe what your company does in a single sentence.

ISATEC is a software and IT services company that provides enterprise-grade digital process transformation and digitalisation services for corporations across the Asia Pacific.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Filament to accomplish?

• Build KUBE 365's digital presence and brand awareness in Malaysia and Singapore with search-led content that explains the platform's value to enterprise buyers.
• Differentiate KUBE 365 from global BPA platforms such as Nintex, Tibco and Appian by targeting lower-competition keywords with local search intent.
• Translate a technical low-code platform into clear messages for distinct audiences: business users, enterprise leaders comparing platforms, and Finance and HR teams with manual processes.

SOLUTION

How did you find Filament?

Online Search

Why did you select Filament over others?

• High ratings
• Pricing fit our budget
• Company values aligned

How many teammates from Filament were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Key deliverables include technical writeups for our website blog page and graphic designs for social media posting. 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Client feedback: the content was very well received. Filament understood KUBE 365, how it is positioned, and how to engage prospective customers and audiences.

The Complete Guide to KUBE 365, a cornerstone article Filament wrote, performed very well in Google search results.

Delivered two long-form blog posts and eight LinkedIn posts each month to support the wider company's content marketing.

Published dedicated long form blog content (two per month) to target relevant search keywords from the competitive research, including process mapping, business process management, process modelling software and digital transformation in Malaysia.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The team was flexible in following our changing pace and timeline. They communicated effectively at all times and were quick to address any changes or issues brought up, and strived to meet all detailed and preference requests from us.

What was your primary form of communication with Filament?

Email or Messaging App

What did you find most impressive or unique about this company?

Their insights and technical writing skills were brilliant. The quality was high and felt well-researched. 

Are there any areas for improvement or something Filament could have done differently?

Their graphic design style could be improved to reflect the most current trends set by leading tech companies (eg. AI styles, highly realistic, non-flat designs, glass morphism). A better eye for details in design would be preferred as well.