Customer Discovery · Case Study
Learning the market didn't feel the pain they sold.
- Industry
- Martech
- Funding Stage
- Seed
- Engagement
- Customer Discovery
Similar.ai is an early-stage B2B software company, based in the Netherlands, that enables businesses to automate and perform technical SEO improvements on their site at a speed and scale not possible through traditional methods. They gained early traction in EMEA with some large e-commerce and marketplace sites and are looking for how to best pave the way into the next stage of growth.
The Challenge
Similar.ai needed a repeatable monthly customer acquisition strategy independent of inbound leads. Specifically, they required: identifying and reaching high-fit prospects, understanding how prospects managed site-wide SEO, and determining if Similar.ai could solve their problems.
The Solution
JJELLYFISH deployed a 90-day engagement as an extension of Similar.ai's U.S. team. They developed a repeatable outbound strategy, created a discovery process to collect evidence and generate insights, and tested customer profiles in the enterprise segment. The team researched and executed personalized outreach to 702 contacts at VP-to-manager levels with SEO, Growth, Paid Search, and Marketing titles. Structured interviews were conducted, transcribed, and analyzed to validate three market assumptions and identify high/low-fit prospects by industry and website type.
The Results
The engagement revealed that larger markets didn't experience technical SEO challenges as frequently as Similar.ai's existing customers. Resource constraints were common but viewed as uncontrollable by prospects. Similar.ai learned they'd need more educative sales processes for market education. The work provided a scalable outbound playbook and generated net new selling opportunities.
Robin Allenson, Co-Founder & CEOI loved the coaching I got from JJELLYFISH in our sales conversations. As a founder, I have a lot of blind spots. It was very helpful and I learned a lot.
