Pioneering a new category
Co-founders Nevo Alva, Daniel Shir, and Itamar Mula created Acumen.io in 2019 to solve a daunting problem: how to make software engineering less of an art, and more of a science. Acumen’s technology unifies data from different engineering systems, and uses machine learning to identify development risks and provide recommendations to engineering leaders to boost productivity.
Acumen had promising technology, but needed direction on how to take it to market. Key questions included:
- What personas should Acumen target?
- How could Acumen build credibility with the developer community?
- What message would help Acumen stand out in a noisy market?
The company partnered with Blue Seedling to launch their product and create a demand generation engine.
A marketing team in a box
Blue Seedling kicked off the partnership by staging a go-to-market workshop with Acumen leadership to distill the company’s positioning and brand identity. (Pepper Potts and Alfred the butler made guest appearances.)
Guided by Acumen’s new messaging, Blue Seedling got to work building out foundational materials for a launch. This included developing a brand new website along with key pieces of branding and sales material. Blue Seedling also built a pre-launch audience through email and social media with rich content – above all, data journalism culled from Acumen’s own platform.
Blue Seedling knew that making a splash would require a “surround sound” approach across multiple audiences. So for the launch, Blue Seedling secured press coverage for Acumen in TechCrunch and several Israeli publications – and amplified the impact of the launch by targeting developer audiences on ProductHunt and Reddit.