Case Study:

Product Analytics Software

A bootstrapped company offering a B2B Enterprise product analytics platform, Company CL had grown organically, with no defined product-market fit or positioning. Their marketing was limited to feature highlights on social media.

The Problems

No clear product-market-fit or category

Ineffective inbound marketing

Difficulty converting prospects to customers

High churn

A brand synonymous with a single product, limiting its ability to build and scale a new SaaS offering

My Role

I was brought on to set Company CL's positioning, identify the right product fit for its enterprise product, create the marketing strategy and plan, and build a team to run organic and paid marketing in alignment with sales, product, and support.

The Goal: Boost inbound-led leads and pipeline, and establish brand trust.

Before

After

Brand Name = Product Name

No distinction between brand and product.

Separate product and brand

Product analytics for privacy-conscious companies, offered as two distinct products for product managers and software/app developers.

The Process

Diagnose

Reviewed existing positioning, marketing, and sales communication, and researched the product analytics category to map overlap and differentiation.

Align

Consulted sales, account management, product, and the executive team on prospect expectations, win-loss patterns, and customer profiles. Ran detailed competitive analysis.

Reposition

Identified new positioning and messaging, including tagline, ideal client profile, geographic market, buyer personas, and USPs. Aligned every team on its role in the change.

Activate

Defined buyer journeys, mapped channels to reach identified personas, and implemented brand awareness, thought leadership, and lead generation campaigns.

A variety of campaigns run across platforms, building brand awareness and driving pipeline generation.

CAMPAIGN EXAMPLES

Setting up a robust inbound-led pipegen engine

Data privacy as a right, not a feature

Positioned user data privacy as an ethical responsibility and a revenue driver, not a compliance checkbox, through blog and social content.

Organic Thought Leadership

1,500% LinkedIn following growth in year one

Experimenting across campaign themes

Tested multiple positioning angles on LinkedIn, from industry-specific framing to team-specific use cases, to find what actually moved product analytics buyers.

Paid Lead Generation

$17M total pipeline generated, 2021-2022

Let Data Live

A wildlife-and-forest hero video carried the campaign's emotional register, running on YouTube and LinkedIn to build brand recognition beyond the product itself.

Paid Brand Awareness

4,000 new unique visitors from targeted geographies, in two months

KEY RESULTS

$8.7M

marketing-sourced pipeline in Year 1, a 63% increased compared to previous year

8% --> 28%

lead to opportunity conversion rate; a 250% improvement

+20%

average session duration, after a full website and buyer-journey overhaul

$8.8M

pipeline sustained in Year 2, while undergoing a full website and UI redesign

$1.12M

annual marketing budget managed across agencies, LinkedIn, Reddit, Google, and YouTube

5-person global team

built and led, with clear sales handover processes established, and aligned to sales forecasting

Company CL's problem was never a lack of features.
It was that nobody, inside or outside the company, could say in one sentence what, and who, the product was for.

Fixing that took precedence over any single campaign, and the pipeline followed.