Strengthening market positioning & Customer engagement

The Challenge

The company had a broad set of capabilities and a deep library of consumer research, but buyers needed clearer reasons to understand how the platform differed from competing solutions—and how its insights could help them make better business decisions.

Marketing also needed to communicate consistently across the customer journey, from educating prospective buyers and supporting active evaluations to engaging existing customers with relevant product updates, research, and resources.

The opportunity was to create a more connected approach to market positioning and customer engagement: clarify the value proposition, equip Sales with stronger competitive messaging, and build integrated campaigns that extended the reach of expertise while generating qualified interest.

The Strategy

Clarified Competitive Positioning

Owned the competitive comparison program, researching alternatives, developing messaging, and coordinating the creation and publication of buyer-facing comparison content.

  • Developed four live competitor comparison pages

  • Produced five competitive sell sheets

  • Built comparison tables, FAQs, calls to action, and supporting messaging to help buyers evaluate alternatives.

  • Audited competitor claims and refined differentiation around broader Voice of Customer capabilities, unlimited feedback, Google Seller Ratings partnership, benchmarking, and expert support.

  • Tailored messaging to buyer needs, including ease of implementation and affordability for smaller merchants and broader capabilities for more complex organizations.

Connected Product Value to Buyer Needs

Translated product capabilities, consumer research, and customer experience expertise into marketing content that helped audiences understand the practical value of platform and insights.

  • Developed product announcements, feature education, newsletters, blog content, and social campaigns.

  • Created promotional messaging for consumer research and industry resources, including Holiday Shopping Outlook, Prime Day research, and seasonal shopping insights.

  • Supported the Circle of Excellence campaign through winner announcements, email communications, blog content, and LinkedIn promotion.

  • Connected research findings to retailer priorities, turning consumer behavior data into relevant stories and resources for business audiences.

Led Integrated Partner and Research Campaigns

Owned campaign strategy and execution across partner-distributed content programs, connecting research-led messaging with targeted distribution and conversion-focused landing experiences.

  • Led Digital Commerce 360 (DC360) campaigns promoting research and thought leadership through partner email, newsletter placements, and dedicated landing pages.

  • Developed the Trust & AI content syndication campaign, coordinating messaging and distribution to reach audiences interested in emerging commerce trends.

  • Evaluated campaign performance beyond lead volume, examining conversion, qualification, and downstream Sales progression to understand the quality of partner-generated demand.

Built More Relevant Lifecycle Communications

Owned email strategy across prospect nurture, customer newsletters, research promotion, event follow-up, and product education.

  • Audited nurture workflows and audience segmentation, then refreshed email design, messaging, and content paths.

  • Implemented HubSpot lead scoring and automated alerts to help identify hot, cooling, and highly qualified leads who had not converted.

  • Developed content-download nurture paths offering additional resources, a Voice of Customer overview, CX audits, and opportunities to engage with Sales.

  • Launched the recurring customer newsletter on June 18, 2026, alongside separate engaged-audience and win-back research communications.

  • Used audience segmentation, suppression, and email verification processes to improve relevance and maintain list quality.

The Results

38.5%

Campaign-Specific MQL to SQL conversion

25

Content Syndication Leads

242%

Newsletter CTR Growth

Generated Qualified Demand Through Partner Campaigns

  • 9 SQLs from the DC360 Learning Lab campaign.

  • 38.5% MQL-to-SQL conversion from the DC360 Learning Lab campaign.

  • 23.96% campaign conversion rate from the DC360 Learning Lab campaign.

  • 25 leads generated through the Trust & AI syndication campaign.

  • An additional DC360 campaign snapshot recorded 64 leads, demonstrating the scale of partner-distributed acquisition across separate campaign efforts.

Strengthened Competitive Sales Enablement

  • 3 live competitor comparison pages published for Yotpo, Trustpilot, and Judge.me.

  • 5 competitive sell sheets developed to support buyer conversations across key alternatives.

  • Positive qualitative feedback from Sales on the usefulness of comparison content.

Improved Customer Email Engagement

Refined customer newsletter content around practical insights, product updates, and resources. From June to July, click-through rate increased substantially while open rates remained relatively steady.

  • +242% increase in newsletter click-through rate, from 1.92% to 6.58%.

  • +112% increase in customer email design-test CTR, from 0.41% to 0.87%.

  • Open rates remained at 33.26% in June and 32% in July, indicating stronger click-through performance without an increase in opens.

More Key Accomplishments

More Performance highlights