CaliberMind

The challenge

Enterprise buyers of marketing attribution and analytics software are skeptical. They've hit walls with existing solutions, and they've been burned. Many popular solutions don't offer the flexibility, deep integrations, and data unification that enterprise GTM teams need for the vast amounts of data and unique data structures they're working with.

“We are a technical solution provider with very niched specialized knowledge that sometimes is very challenging to put into words that sound simple, and clear - and hit home. Vesna helped us get there.”— Nadia Davis, VP of Marketing, CaliberMind

In a nutshell:

• CaliberMind operates in a market filled with black-box vendors that don't live up to their promise when implemented in complex enterprise data environments.
• Buying teams are a mix of data-savvy marketers and creative, growth-minded marketers — each with different levels of technical depth and buying triggers.
• CaliberMind needed to communicate their differentiated value in a story-driven way without oversimplifying the capabilities.

My approach

First, I took the time to understand the ICP, their problem, the solution marketplace, my client's unique product capabilities, and the message–market gap we can fill.

Then I dove into:

• Deep discovery with SMEs: VP of Marketing, CEO, Head of Sales, Customer Success Lead, and Lead Data Scientist
• Review of BOFU content (videos and articles) and technical documentation
• Voice-of-customer research — focusing on G2 reviews and case study content
• Messaging strategy around the differentiated POV
• Messaging hierarchy for the new homepage and demo-request page

When all that was done, I wrote and wireframed the new copy, handed it off to my client's web design agency, and provided direction and feedback during design and development.

Results

At the time of writing, the homepage and demo page have just been launched. (I will update on conversion results in the near future!)

But from a qualitative perspective, the pages:

• Better define the problem CaliberMind solves
• What makes CaliberMind different
• Demonstrate that CaliberMind is built to handle enterprise GTM data
• Tap into the emotional and social jobs-to-be-done of the ICP, not just the functional ones

Client feedback

“Vesna’s superpower is her genuine curiosity”

“I have worked with Vesna on a very challenging project to help me reposition the brand narrative from a point solution provider (which misrepresented the wide array of offerings that we have) to a value-driven GTM partner serving multiple stakeholders equitably - displaying the power of our offering to the market we serve.

We are a technical solution provider with very niched specialized knowledge that sometimes is very challenging to put into words that sound simple, and clear - and hit home. Vesna helped us get there. Her creative process is very methodical, comprehensive and submersion-focused. It was amazing to see her do deep dives with SMEs to extract nuggets of gold that could then tell the real story of how we provide value for our customers. The copy that she helped us create was meaty, full of substance - with no word or phrase wasted. I was pleasantly surprised that our pages didn't have any sections that served as placeholders - something you see a lot in the SaaS space.

Vesna’s superpower is her genuine curiosity to understand how a complex process works so that she can describe it in every-day terms to make it seam easy, accessible and democratized. Vesna is results-driven and invested in putting out the absolute best work - even if it means going back to portions of the copy once it has already been finalized and tweaking it (if new relevant information surfaced). She is patient and invested in her clients’ success.

Cannot appreciate her more and will definitely be a repeat client in the future.”

— Nadia Davis, VP of Marketing, CaliberMind

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Screenshots

The Homepage - Problem Section

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The Demo Page

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