BENlabs transitioned from agency to SaaS company and required complete brand repositioning.

Who did this work before The Remarkable?

Alex Montas led the transformation in-house as BENlabs’ CMO. He owned the repositioning, go-to-market strategy, and marketing outcomes. Luke Roshon was the lead media buyer on the agency side and managed the paid acquisition program.

Today, Alex and Luke work together at The Remarkable, combining in-house strategy with hands-on media execution for current clients.

The Challenge

BENlabs was transitioning from an agency model to a SaaS company. The shift required complete brand repositioning because the existing identity, messaging, and go-to-market approach no longer reflected what the company had become.

The Approach

As CMO of BENlabs, Alex led the repositioning and the marketing function behind it. The work covered the logo, color palette, visual identity, sales collateral, pitch decks, website, and content needed to support the new market position.

On the demand side, Luke built and managed paid acquisition and lead generation campaigns designed to fill the pipeline with qualified B2B prospects.

The Results

Marketing-generated leads increased 300% year over year. The campaigns delivered 175% ROAS, and marketing-sourced revenue grew 80% year over year. The results validated the repositioning and established BENlabs in its new market position.