The starting point

This B2B startup, specialized in artificial intelligence applied to business processes, helps sales teams automate tasks, keep the CRM clean and close faster. Like many seed-stage companies, I faced several challenges when starting out:

• Lack of a clear marketing strategy
• Absence of a dedicated internal team.
• Need to define your ideal value proposition and customer.
• Tools like HubSpot that are not aligned with your real process.
• Limited budget for hiring in-house senior profiles.

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With a lot to do and no room for error, the team decided to incorporate an Exstandard Fractional CMO to build the foundations of a solid strategy without assuming the costs of a full-time contract.

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How We Help Transform Your Marketing

Go-To-Market well defined from the start

The first thing was to establish the ideal customer profile (ICP), build a powerful value proposition and design a coherent discourse so that the entire team—from Product to Sales—would work in alignment.

HubSpot optimized for serious work

The tool was completely reorganized: business processes, pipeline monitoring, qualification flows and automated forms. Everything was adapted to the actual sales process.

Web redesigned to convert and educate

The new website not only reflected the value proposition, but it became the center of the demand generation strategy. Resources, whitepapers and success stories were included to attract qualified leads.

Professional sales materials

We helped develop a library of success stories that not only collected valuable feedback for the product team, but also became a sales and positioning tool.

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Change of model:

from PLG to SLG

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Initially, the company opted for a Product-Led (self-service) strategy. But after analyzing the behavior of its users, it pivoted towards a Sales-Led model based on consultative selling, demonstrations and personalized relationships. Extandard accompanied and implemented that change, integrating this new approach into messages, processes and tools.