Customer Discovery · Case Study
Testing three assumptions to find best-fit industries.
- Industry
- Document AI
- Funding Stage
- Series A
- Engagement
- Customer Discovery
Re:infer is a B2B SaaS platform headquartered in London, redefining how companies analyse and automate unstructured communications data. It had captured an initial EU customer base before seeking a repeatable sales motion in the U.S.
They were acquired by UiPath (NYSE: PATH) in 2022 and folded into its communications-mining product line.
The Challenge
Advanced business process automation is a nascent industry and Re:infer hoped to understand who at which U.S. companies were prioritizing investments in this area. Re:infer was seeking to engage VP and Director-level executives who had responsibility for specific automation use cases. The goal was to test their value proposition, outbound prospecting strategy, and the market's process maturity.
The Solution
JJELLYFISH deployed an embedded team alongside the CEO for 90 days as a copilot to navigate and execute U.S. specific Customer Discovery. JJELLYFISH developed and executed a: (i) scalable and transferable approach to securing meetings with executives within the ICP, (ii) framework to translate macro trends in the automation industry into recommendations for a GTM, and (iii) audit of Re:infer's outbound and top-of-funnel sales processes. JJELLYFISH validated the top-of-funnel and proved that this market can be engaged with scalable, cold outbound messaging. An emergent challenge was a lack of accountability due to many organizations being early in their 'automation' journey—therefore stakeholders did not have authority to spend in this area. The JJELLYFISH team outlined a new use-case-focused sales approach to overcome this blocker.
The Results
Three commercial assumptions were tested to determine Re:infer's best-fit industries, companies, personas, and value proposition. JJELLYFISH took a quantitative approach to evaluating outbound activity and conversion rates to provide a playbook for future sales efforts. Key assumptions related to unmet customer needs were validated during external sessions.
Dr. Edward Challis, Co-Founder & CEOIt's been hugely valuable for us - informing our strategy and our tactics. I'd say it's put us a year ahead of where we'd be without having done it.
