2018, Palo Alto 🇺🇸
MarTech
Eric Miller
Head of Business Development, Clarisights
Results
Refined ICP and messaging
Expanded case studies library
Improved competitive intelligence in sales calls
Overview
Clarisights is a Series A marketing intelligence platform that has raised $14M+ funding from notable backers, including Sequoia, to unify performance marketing data for enterprise global brands like Uber, JustEat, and more.
Built for enterprise performance marketing teams, Clarisights offers all-in-one data cleansing, analytics, and reporting toolsuite — giving go-to-market teams a single source of truth for their acqusition data and making it easier to derive actionable insights and optimize campaigns.
Competing with analytics providers like Funnel.io and Adverity, Clarisights stands out with a super-fast implementations and go-lives, consultative customer success, and deep customization options tailored for fast-scaling startups and large enterprises alike.
When their sales team approached me, they needed expert product marketing guidance to gather competitive intelligence to refine core messaging, positioning, and related sales enablement assets to accelerate sales cycle.
Scope
During my collaboration with Clarisights, I delivered a comprehensive engagement designed to refine their messaging, enhance market positioning, and provide actionable competitive intelligence, enabling the company to expand its presence as a leading marketing intelligence platform.
Month 1: ICP and Messaging Framework
Defined the Ideal Customer Profile (ICP) by analyzing firmographics, buyer personas, technographics, and key Jobs-To-Be-Done (JTBD) to target high-value opportunities.
Developed a messaging and positioning framework that expanded Clarisights’ narrative beyond SEO, positioning it as a comprehensive marketing intelligence platform.
Month 2: Case Studies Production
Created impactful case studies for flagship clients including Delivery Hero and HelloFresh, incorporating the updated messaging framework to highlight measurable results and the platform’s value.
Month 3: Competitive Intelligence and Mystery Shopping
Designed and implemented a mystery shopping program targeting competitors like Adverity, Funnel.io, and Amplitude, gathering insights on features, pricing, and customer experiences.
Developed detailed battle cards and "poison pills" for use in sales calls, equipping the sales team with data-driven strategies to counter competitor narratives effectively.
This collaboration resulted in a refined go-to-market approach, enhanced sales enablement tools, and powerful new assets, positioning Clarisights to drive growth and compete effectively in the dynamic B2B SaaS landscape.
Impact
These efforts solidified Clarisights’ go-to-market strategy, improved their competitive edge, and strengthened their ability to drive growth in the highly competitive B2B SaaS market.
Refined ICP and messaging: Defined the ICP and crafted a messaging framework that positioned Clarisights as a marketing intelligence platform beyond SEO.
Enhanced case study library: Developed compelling case studies for major clients, including Delivery Hero and HelloFresh, showcasing measurable results and platform value.
Improved competitive intelligence: Designed a mystery shopping program and delivered battle cards, empowering the sales team with actionable insights and strategies to outperform competitors.
This case study highlights how strategic market positioning and tailored sales enablement can drive meaningful growth and establish leadership in the competitive B2B SaaS landscape.
