Results
Built a customer-validated positioning from 108+ interviews, plus 30+ competitor comparison pages with Clay and Claude
Shipped a content engine across seven pillars, landing page and LinkedIn copy, and competitive battlecards, and grew the founder's LinkedIn over a few months
Built a self-updating knowledge hub that refreshes Archive's ICP, competitor, messaging, win-loss, and voice-of-customer docs every week using Claude
Overview
Archive turns the content a brand's customers and creators already make into marketing it can use. The platform automatically captures every Instagram and TikTok post a brand gets tagged in, including the Stories most tools drop, then helps lean teams search it, manage creator programs, and prove ROI at a scale that used to need a department. Co-founded in 2021 by Paul Benigeri and Geoffrey Woo, both out of the HVMN team, and backed by roughly $16-18M from Stripe, Tiger Global, and Human Capital, Archive sells into DTC and e-commerce brands against the likes of Grin, AspireIQ, and CreatorIQ.
Archive hired me as its product marketing and content consultant. I worked mostly with founder and CEO Paul Benigeri and, once she joined, Kayla, Archive's head of PMM. The product was winning on capability and on customer love. The go-to-market story had not caught up: there was no customer-validated positioning, no content engine, no comparison pages on the searches buyers run, and nothing keeping any of it current as the category moved. My brief was to build the go-to-market from scratch.
Creator marketing is a loud category, and Archive's real edge, catching every post including the Stories its rivals miss, was a capability buyers could not feel through generic martech copy. A product that good, described in category-average language, loses deals it should win. Positioning written once, in a market moving this fast, is stale by the next quarter. So Archive needed two things at once: a story grounded in what its own customers actually said, and a way to keep that story current without rewriting it by hand every month.
Scope
I built Archive's go-to-market out of its customers' own words, put it in front of buyers, and made it maintain itself.
Positioning and messaging from 108 customer interviews. I ran the research across 108+ customer conversations and turned the patterns into a validated story: the "coordination tax" that caps a creator program at 50 to 100 partnerships, and the line that answers it, "scale your influencer program without scaling your team." The language came from customers, not a whiteboard.
30+ competitor comparison pages. I built 30+ pages on the "Archive vs competitor" searches buyers run while choosing a platform, generated with Clay and Claude on the same programmatic-SEO setup behind the Zeffy engine.
A content engine, seven pillars deep, plus the founder's voice. Landing page copy, LinkedIn content, and seven content pillars mapped to buyer and stage. I also wrote and posted for Paul on LinkedIn for a few months, growing his audience and his engagement.
Competitive battlecards. Where and how Archive wins against Grin, AspireIQ, and CreatorIQ, written so a rep can reach for them inside a live deal.
A self-updating knowledge hub. This is the piece that outlasts a normal engagement. I built an automated system that pulls from sales calls (Grain), the CRM (HubSpot), and reviews (G2), uses Claude to extract the insights against the messaging templates, and commits the refreshed ICP, competitor, messaging, win-loss, and voice-of-customer docs to the repo every week, with a Slack summary of what changed. The positioning keeps itself current.
Impact
Archive came away with a full go-to-market in its customers' words, on the searches buyers run, that keeps itself current:
A customer-validated positioning from 108+ interviews: the "coordination tax" problem and the "scale without scaling your team" answer, in language taken straight from customers
30+ competitor comparison pages built with Clay and Claude, capturing the "vs" searches buyers run at the point of choice
A content engine across seven pillars, plus landing page copy, LinkedIn content, and competitive battlecards
The founder's brand grown, with Paul's LinkedIn audience and engagement up after a few months of posting
A self-updating knowledge hub that refreshes the ICP, competitor, messaging, win-loss, and voice-of-customer docs every week from sales calls, CRM, and reviews, using Claude
