Case Study

I 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 from that. enjoyed the engagement. Let's think about what we can do after this!

Robin Allenson, Co-Founder of Similar.ai, having in-depth knowledge and experience in the space, had already secured some big name clients. Their inbound lead quality was high, but he wanted to know how they could reliably source new customers each month without being dependent on inbound lead flow or marketing. They needed to know 1) how to identify and reach high fit prospects and 2) how these prospects approached handling SEO across their entire site and 3) what problems they face and is Similar.ai positioned to solve them.

JJELLYFISH deployed their team for 90 days as an extension of the Similar.a team based in the United States. In that short period of time, JJELLYFISH developed and executed a 1) repeatable, outbound strategy proven to generate meetings with contacts responsible for site performance, 2) a discovery process to collect evidence and generate insight to inform sales & market expansion decisions, and 3) a test of the customer profile up-market to gauge viability of their value proposition in the Enterprise segment.

Within the Customer Discovery process, three commercial assumptions were tested to inform Similar.ai's best-fit customer segment and related value proposition. Additionally, initial outbound conversion rates were measured closely to predict the viability of future success.

Over the 90 day engagement period, JJELLYFISH researched and executed a personalized outreach campaign against 702 contacts from the VP to manager level with SEO, Growth, Paid Search, and Marketing titles to test our three market assumptions. Our assumptions were tested by holding a series of structured interviews with respondents contacted through cold outreach. The interviews were then transcribed and analyzed to find patterns and confirm which assumptions were true.

In doing so, JJELLYFISH identified which types of contacts and companies tended to be high and low fit prospects and learned what industries and website types tended to experience the most problems.

This also enabled us to expand the ideal customer profile to industries and company sizes we previously thought were not the best fit. More importantly, we learned that the larger market didn't experience the same technical SEO challenges as frequently as Similar.ai's customers did. Resource constraints were common but were viewed as being out of the prospect's control. Similar.ai would have to lean into thorough discovery and a more educative sales process to increase their chance of success selling a product that was ahead of most of the market. These insights informed the Similar.ai go-to-market plan, provided a repeatable and scalable playbook to generate new opportunities through outbound prospecting, and set up several net new selling opportunities.

• 170% To Goal Discovery Meetings

• 11% Interest Rate Targeting "SEO" Leaders

• 41% Conversion From 1st Meeting