2020, San Francisco
MarTech
Kevin White
Head of Marketing, Common Room
Results
Conducted deep customer researches in first 7 days with AI
Published 40+ SEO-optimized landing pages targeting ICP in ~3 months
Built a scalable messaging and landing page management system
Overview
Common Room is a Series B community intelligence platform with over $52M in funding from top-tier investors like Greylock and Index Ventures.
On a mission to make go-to-market strategy more intelligent, it empowers fast-growing B2B sales and marketing teams like Figma, Webflow, Grafana Labs, Asana, dbt Labs, Chainlink, and more to collect intent signals and automatically use them to power relevant, personalized outbound emails sequences at scale.
By consolidating buying signals data from across multiple providers into one, Common Room stands out against competitors such as 6Sense, Demandbase, Pocus, and UserGems with 50+ integrations and native signals, deep enrichment, automation, and dedicated AI assistant for using stacked signals in personalization.
This holistic approach enables growth teams to make better data-driven decisions, refine outbound strategies, and accelerate pipeline creation and revenue.
When their VP Marketing approached me, they sought a product marketing partner to build on their positioning in their ever-crowded MarTech industry to further differentiate.
Scope
During my collaboration with Common Room, I delivered a strategic scope of work to enhance their product marketing, differentiation, and go-to-market positioning, focusing on creating targeted and SEO-optimized content to drive engagement and conversions.
Month 1: Customer, Competitor Analysis, and Persona Landing Pages
Analyzed customer call transcripts using ChatGPT to extract actionable messaging insights tailored to key personas.
Conducted a comprehensive competitor website analysis leveraging ChatGPT, assessing capabilities, features, benefits, differentiation, and target audiences.
Apply the insights from the messaging research to develop fresh wireframes and copy for three solutions pages — Sales, Marketing, and RevOps — designed to resonate with key personas and address their specific pain points.
Month 2-4: Integrations & Competitor Comparison Pages
Overhauled wireframes and content for 30+ integrations pages to highlight new categories and related functionality, benefits, and related playbooks.
Designed and wrote copy for 10+ competitor comparison pages to highlight differentiation and unique value propositions of Common Room against adjacent market categories — intent point solutions like Pocus and UserGem, ABM platforms like 6Sense or DemandBase, and AI SDRs like 11x and Genie.
This collaboration positioned Common Room with a refined market presence, clear differentiation from competitors, and a robust content foundation to attract and convert their ideal customers in the MarTech space.
Output. That's the one word I'd use to describe the relationship working with Matteo. In just three short months, Matteo delivered not only three substantial positioning projects — compete, role solutions, integrations — but also built the frameworks for us to scale going forward. If you're looking to work with someone who gets the modern way of working, is efficient, communicative, and takes ownership (I don't know why those wouldn't be on the top your list?), Matteo is your best bet.
Kevin White
Impact
These efforts established a scalable landing page creation and management workflow, positioning Common Room as a standout solution in the MarTech space, and drove measurable engagement and conversions among their ideal customer profiles.
AI-driven insights for messaging: Extracted actionable persona-driven messaging from customer call transcripts and competitor analysis using ChatGPT in 2 days instead of weeks.
Enhanced website and landing pages: Revamped wireframes and copy for 30+ integrations pages, 10+ competitor comparison pages, and three solutions pages, showcasing functionality and differentiation.
Strengthened market positioning: Delivered optimized content that improved differentiation, resonated with key personas, and laid the groundwork for increased customer engagement and conversions.
