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Acumen

Acumen launches and announces its funding round with a new website, TechCrunch coverage, and a successful ProductHunt campaign – making a splash in the developer community.

3 Months

From nothing to launch, including positioning, website, collateral, and press coverage

1

TechCrunch article secured, with $0 spent on PR

Industry
Analytics, B2D

Buyer Persona
Enterprise SaaS/B2D

Location
Tel Aviv

Services Provided
B2B Marketing Team

Industry
Analytics, B2D

Buyer Persona
Enterprise SaaS/B2D

Location
Tel Aviv

Services Provided
B2B Marketing Team

“Having worked with several marketing teams in the past, I can easily say Blue Seedling is one of the best teams I’ve met. One of the signs of a good marketing team is how the engineering team feels about them. It is very rare to see an engineering team happy about the company’s marketing, especially when the product (like ours) is for developers :)”
Nevo Alva
Co-Founder & CEO, Acumen

Israeli startup Acumen.io, founded in 2019, helps engineering leaders gain visibility into what’s going on across the software development team, avoid risks, and boost productivity. Blue Seedling partnered with Acumen to craft a go-to-market strategy in their emerging B2D software category, stage a high-impact product launch, and kickstart their demand generation engine.


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.

Successful launch drums up sales opportunities

The launch was a massive success, generating dozens of qualified leads for Acumen. Blue Seedling worked closely with Acumen to build a scalable sales process to capture and convert launch demand.

Since the launch, Blue Seedling has worked with Acumen on driving demand generation from Acumen’s free software tier. And as part of Acumen’s strategic goal of connecting with senior dev executives, Blue Seedling launched a webinar interview series featuring conversations with engineering thought leaders.

More Case Studies

Ambition Data

Supported by Blue Seedling, predictive customer analytics provider Ambition Data nailed the launch of its SaaS platform with the perfect market segmentation, positioning, and marketing mix.

6 Weeks

From engagement start to successful product launch

Industry
Analytics, Retail / e-commerce, Marketing Tech

Buyer Persona
Mid-market B2C brands

Location
Portland, Oregon

Services Provided
Go-to-market strategy & Product marketing

Industry
Analytics, Retail / e-commerce, Marketing Tech

Buyer Persona
Mid-market B2C brands

Location
Portland, Oregon

Services Provided
Go-to-market strategy & Product marketing

“Having worked with several marketing teams in the past, I can easily say Blue Seedling is one of the best teams I’ve met. One of the signs of a good marketing team is how the engineering team feels about them. It is very rare to see an engineering team happy about the company’s marketing, especially when the product (like ours) is for developers :)”
Nevo Alva
Co-Founder & CEO, Acumen

Israeli startup Acumen.io, founded in 2019, helps engineering leaders gain visibility into what’s going on across the software development team, avoid risks, and boost productivity. Blue Seedling partnered with Acumen to craft a go-to-market strategy in their emerging B2D software category, stage a high-impact product launch, and kickstart their demand generation engine.


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.

Solution

Ambition Data brought on Blue Seedling to guide the launch of their new software platform. Blue Seedling began by conducting a product strategy workshop to forge a common “language” for the launch with Ambition leadership. The workshop included:

  • Qualitative research with potential buyers to map key needs and consideration dimensions (tapping Blue Seedling’s Retail Practice)
  • Mapping of the competitive landscape based on buyer needs and use cases to identify “white space”
  • A day-long design thinking-inspired workshop with the Ambition leadership team to solidify positioning and messaging.

The upfront strategy work paid off. Within two weeks, Blue Seedling had everything needed to begin actual work on the product launch – confident that the team was aiming for the right market segment, with the right message.

For the launch itself, Blue Seedling tackled two core challenges. First, the team wanted to create noise in the market to bring qualified prospects into Ambition’s funnel. To do this, Blue Seedling orchestrated a “surround sound” launch announcement amplified through email, social, podcast, and Ambition’s website.

Second, Blue Seedling wanted to empower Ambition to convert qualified prospects into sales opportunities – and ultimately deals. Blue Seedling created a full suite of sales materials for the launch, including a sales presentation and customer nurture flow.


The Results

The product launch was a major success, driving substantial social engagement from Ambition’s extended network and record traffic to the website, quickly converting to pipeline opportunities of high-intent prospects from its target market.

It quickly became clear that the launch had positioned Ambition for long-term success. Within months, the company had exceeded its sales targets.

More Case Studies

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