GoTo’s recent rebranding has created a ‘cohesive story’ for small and medium businesses looking for collaboration and remote support, according to Product Marketing Manager Matthew Rose.
GoTo rebranded from LogMeIn earlier this year to better reflect its full portfolio, while also launching two interconnected platforms: GoTo Connect and GoTo Resolve.
Connect houses GoTo’s collaboration tools, while Resolve focuses on remote support.
Speaking to UC Today, Rose said that the driving force behind the rebrand was to give SMBs clear and effective access to the tools they need in the age of hybrid work.
“We were previously LogMeIn and it was incredible in terms of the amount of solutions we had across the business, but it wasn’t really a cohesive story,” he said.
“We wanted to bring everything together for our customers, so essentially we rebranded back to our bread and butter.
“The GoTo brand is recognised throughout the industry. Not only are we now a new company focused on SMB clients, but we’re recreating our solutions into one simple platform across unified communications and remote support.”
SMB Challenges
Joining the discussion with Rose and UC Today was Irwin Lazar, Principle Analyst at Metrigy. He explained that, in the era of hybrid working, SMBs are faced with many of the same problems as larger businesses – only with far fewer resources with which to address them.
This is during a time when the rate of digital transformation has never been faster, driven in part by the legacy of the pandemic.
“Most importantly, I think what SMBs are looking for is simplicity from a purchasing standpoint - where they can go to a single vendor and buy what they need, for an integrated experience.
“Events have been a big area of interest as well. Some research we’ve done has shown that smaller companies are often doing a lot of webinars and customer-facing events to build brand awareness and help people take advantage of the features they’re delivering.”
Upcoming Innovation
A key differentiator of GoTo’s offering is the combination of communication tools with remote support, with Connect and Resolve tightly integrated. This means that SMBs can go to one business for everything they need to manage a remote workforce.
Rose was able to tease parts of GoTo’s roadmap, revealing that the vendor will be bringing Resolve and Connect even close together – particularly around ticketing.
