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Anyword

Blue Seedling and Anyword built a scalable, cost-effective demand generation machine that propelled Anyword’s growth to over 400 clients worldwide, while nurturing a thriving community of hundreds of clients, prospects, and industry leaders.

400+ Clients

Built a demand generation machine that accelerated Keywee’s growth to over 400 publisher clients worldwide

(Almost) $0

spent on online advertising

Hundreds

of digital publishing professionals joined a thriving community created through virtual and IRL events

Industry
Publishing Tech, Marketing Tech

Buyer Persona
Enterprise publishers

Location
Tel Aviv, New York

Services Provided:
Acting CMO / VP Marketing
Talent brand / recruitment marketing

Industry
Publishing Tech, Marketing Tech

Buyer Persona
Enterprise publishers

Location
Tel Aviv, New York

Services Provided:
Acting CMO / VP Marketing
Talent brand / recruitment marketing

Netta is one of the most impressive and capable managers I have ever worked with. Relentless focus, resiliency and big picture thinking make her great at what she does and a strong addition to any team. Netta makes leading teams to success look easy. I would recommend working with her without hesitation.
Yaniv Makover
Co-Founder and CEO, Anyword

When Anyword (formerly Keywee) engaged with Blue Seedling, it was a post-Series A startup, backed by Innovation Endeavors, UpWest Labs, and The New York Times. It had 20 employees in Tel Aviv and a 5-person team in NYC, and was already working with some of the top publishers in the world. Their search for an in-house marketing leader took longer than expected, and they decided to partner with Blue Seedling’s Netta Kivilis as an acting VP Marketing.

Over the course of the engagement, Blue Seedling built a cost-effective demand generation machine that accelerated Anyword’s growth to over 400 publishing clients worldwide, created an engaged community of hundreds of digital publishing professionals, and established Anyword’s category leadership position through data journalism, thought leadership, and PR.


On the heels of their Series A round of funding, Anyword was looking for a full-time, in-house marketing leader to help them accelerate growth, position them as a thought leader, and build a scalable demand generation engine. Other needs? Grow and manage the marketing team (which had one junior marketer at the time), build a robust client marketing function to support account expansion, and create a compelling talent brand to help with recruiting.

The search for the marketing leader took months and months, and Anyword decided to stop wasting time and work with Blue Seedling’s Netta Kivilis as an acting VP Marketing.

Engagement highlights

  • Built a demand generation machine that accelerated Anyword’s growth to over 400 publishing clients worldwide, utilizing cost-effective marketing channels like content marketing, webinars, email marketing, ABM, prospecting, and self-produced events while spending close to zero $ on digital advertising.
  • Created a thriving community of hundreds of digital publishing professionals through virtual and IRL events
  • Established Anyword’s thought leadership using data journalism and PR
  • Grew the marketing team to 4 people and helped hiring our successor

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

Netta is one of the most impressive and capable managers I have ever worked with. Relentless focus, resiliency and big picture thinking make her great at what she does and a strong addition to any team. Netta makes leading teams to success look easy. I would recommend working with her without hesitation.
Yaniv Makover
Co-Founder and CEO, Anyword

When Anyword (formerly Keywee) engaged with Blue Seedling, it was a post-Series A startup, backed by Innovation Endeavors, UpWest Labs, and The New York Times. It had 20 employees in Tel Aviv and a 5-person team in NYC, and was already working with some of the top publishers in the world. Their search for an in-house marketing leader took longer than expected, and they decided to partner with Blue Seedling’s Netta Kivilis as an acting VP Marketing.

Over the course of the engagement, Blue Seedling built a cost-effective demand generation machine that accelerated Anyword’s growth to over 400 publishing clients worldwide, created an engaged community of hundreds of digital publishing professionals, and established Anyword’s category leadership position through data journalism, thought leadership, and PR.


A New Ambition

Ambition Data founder and CEO Allison Hartsoe has long been a leader in the movement of “customer centricity” – the idea of building business strategy around the needs of key customer segments, rather than in traditional product and channel silos.

She founded Ambition Data to help B2C brands accelerate this shift. As an analytics agency, Ambition Data worked with clients in industries including retail, financial services, and healthcare to unify their customer data and run predictive models deriving insights on their customers.

In early 2020, Ambition Data made a bold strategic pivot to accelerate growth: it decided to enter the Saas market by building and launching a software platform.

The company had experience marketing and selling its agency services. But how should it go to market with its new software offering?

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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