How We Helped Promolytics Cut Through the Noise and Speak Directly to Their Ideal Clients
Solution
Positioning, Messaging, Website
Industry
SaaS
Project Duration
~ 30 Days
The Client
Promolytics is a woman-owned SaaS startup founded by a seasoned industry veteran with over 20 years of experience in the alcoholic beverage space. The platform was built to solve a long-standing challenge: helping alcohol brands finally track the real impact of their sampling events, in-store activations, and promotional campaigns.
At its core, Promolytics connects consumer engagements like QR code scans and tastings to verified purchases, giving marketers a real-time view of what’s actually driving sales.
When the founder approached us, she had built a strong product with clear market demand, but the brand was struggling to gain traction. The website wasn’t converting, the messaging felt generic and unclear, and prospects didn’t immediately understand what Promolytics did or why it mattered.
She knew the platform was powerful. She just needed the right positioning and messaging to reflect it.
That’s where we came in.
Her goal was to:
- Clearly define and communicate the value of Promolytics
- Attract the right-fit clients (trade marketing leaders, CMOs, brand managers)
- Reduce confusion and bounce rate on the website
- Drive demo requests and build sales momentum
The Problem:
High Bounce Rate, No Clarity, Zero Connection
When Promolytics first came to us, they had a sleek SaaS product solving a huge pain point in the alcohol beverage industry, but you wouldn’t have known it from their website.
The original homepage was sabotaging their efforts due to:
❌ No Clear Value Prop Above the Fold
Problem: The hero section lacks an immediate, compelling answer to the question: “What is this, who is it for, and why should I care?”
Impact: Visitors bounce before scrolling because they don’t instantly understand if this is relevant or useful.
❌ Vague, Generic Messaging
Words like “Revolutionizing consumer insight” and “Modern marketing measurement” are abstract and buzzword-heavy.
There’s no mention of alcohol brands, events, QR codes, or verified purchase tracking – the very things that make Promolytics valuable and differentiated.
❌ Missing Outcomes
Great messaging speaks to outcomes:
❌ “Track consumer insight”
✅ “Prove your campaign ROI and grow repeat sales by 10%+”
Your internal notes cite up to a 10% revenue lift for pilot users. That needs to be front and center.
❌ Weak CTA
“Request Access” (on the old homepage) is cold and generic.
CTAs like “See how [Brand] used Promolytics to prove ROI in 30 days” would pull more engagement.
❌ Text-Heavy and Zero Visual Storytelling
- No product screenshots, dashboards, customer journey maps, or sample use cases.
- This breaks one of the top visual behavior rules for SaaS: if people can’t see it, they won’t believe it.
- No visuals = no credibility = no demo requests.
❌ No ICP-Specific Language
The website speaks in generic startup terms. But your ICP is marketing and trade leaders at alcohol brands.
You need language like:
“Finally track which tasting events actually drive in-store purchases.”
“Tie your QR campaigns to verified sales.”
“Replace manual spreadsheets with real-time ROI dashboards built for spirits, beer, and wine brands.”
❌ Unclear Product Category
- A CRM?
- A field marketing tracker?
- A POS insights tool?
- A QR scan app?
If they can’t quickly categorize what you are, they won’t investigate further.
The Solution:
Nail the Positioning, Then Rewrite the Story
For Promolytics, the product was strong, but the market couldn’t see it. The original messaging didn’t speak to their ideal clients, and the website failed to communicate why the solution was different, urgent, or valuable.
That’s where strategic positioning comes in.
If you want to attract dream clients and serious investors, you need more than a functional product. You need a clear story that defines your category, communicates your value, and builds trust in seconds. Messaging that resonates deeply with buyers and gives investors confidence in your market fit, traction, and go-to-market strategy.
Our work with Promolytics focused on exactly that:
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Identifying their highest-value customers
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Crafting a differentiated narrative based on what those customers actually care about
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Translating that strategy into a conversion-focused website and landing pages
We didn’t just rewrite copy. We rebuilt their growth foundation.
Deep-Dive Customer Clarity Report
Objective: Nail the ICP and uncover what truly moves them
We began by digging into the buyer’s world through our 25-page Customer Clarity Report. We didn’t rely on assumptions, we validated everything from the ground up with in-depth research.
Our focus areas:
Core Value Proposition & Competitive Intelligence
Demographics, Psychographics & Firmographics
Buying Committee Profile & Jobs-to-be-Done
Purchase Journey Analysis
Voice of Customer & Digital Behavior Analysis
What we uncovered:
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Demographics: VP-level marketers, trade marketing managers, and CMOs at mid-market to enterprise alcohol brands
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Psychographics: Ambitious, results-driven, and under pressure to prove ROI with limited time and tools
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Pain Points:
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“We can’t track who actually buys after events”
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“Manual spreadsheets and disconnected tools aren’t cutting it”
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“We spend a lot, but can’t prove what’s working”
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We also uncovered key success criteria (e.g., 10%+ revenue lift, executive-level dashboards, CRM/POS integration) and purchase triggers like poor campaign performance or CMO mandates for better ROI.
This clarity allowed us to position Promolytics not just as software, but as a strategic partner in helping brands prove their impact and own their customer data.
Positioning Overhaul with ICP-Driven Messaging
Objective: Create a category-defining offer that attracts dream clients
Next, we used our proprietary 7 Why’s Framework to reframe Promolytics around urgency, differentiation, and proof of value:
7 Why’s Framework
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Why Change?
What is the primary problem or pain point your target audience is experiencing?
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Why Now?
What trends, changes, or urgent issues make this the perfect time to address the problem?
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Why You?
What makes your business uniquely qualified to solve this problem?
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Why Your Solution?
What is your solution, and how does it uniquely solve the problem?
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Why Trust You?
How can you demonstrate credibility and reliability? (Include testimonials, credentials, case studies, or other proof points.)
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Why Them?
Who is your ideal customer, and why is your solution specifically tailored for them?
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Why Not?
How can you address objections or barriers to taking action?
Website Strategy & ReDesign:
Dream Client Homepage Blueprint
Objective: Build a site that sells by mapping content to buying psychology while keeping the existing branding.
We didn’t just reword the site, we restructured it to match how their ICP thinks, feels, and decides. Using our Dream Client Homepage Blueprint, we created a high-converting layout that walks prospects through a persuasive narrative:
✅ Hero Section: Why Change + Why Them
Following the 7 Why’s Framework, we updated the headline to callout the ICP’s primary problem:
Marketing executives unable to connect marketing spend to customer purchases to justify campaign ROI.
✅ Problem Section: Hook the Pain
“Dead Ends Don’t Build Brands.” is designed to boldly call out the problem alcohol brands face – lack of visibility into the customer journey which prevents them from building a strong brand with repeat customers.
✅ Process Section: Why Your Solution + Why Not
In our process section, the goal is to answer Why Your Solution + Why Not and proactively address common objectives to purchasing new software such as:
- Resistance to change
- Concerns over the onboarding process
- Reluctance to learn new software that might not provide value right away
✅ Visual Storytelling + Minimal Text
We stripped out 90% of the text to focus on visual storytelling that showcases a sample use case.
Even if a prospect doesn’t read a single word, they can instantly understand what Promolytics does and how it might benefit them.
✅ Solution Section: Why You + Why Now
Now that we’ve gotten the viewers attention by addressing their pain, it’s time to offer the solution.
In this section we answer Why You + Why Now which details the software’s Unique Value Proposition and Outcome.
These specific benefits were chosen based on an analysis of sales calls, differentiation from competitors, and common objections from prospects.
✅ Proof Section + CTA: Why Trust Us
As a startup with pilots in progress not yet completed, Promolytics didn’t have logos or customer testimonials we could include at time of launch.
As we wait for reviews and proof points to include, our proof section instead focuses on industry experience as it assures prospects they’re eager to help them solve their attribution issues – not hard sell them on call.
Client Q&A: The Story Behind the Shift
Q: What challenges were you facing in your business before we started the project?
Lisa: Promolytics had a solid MVP, but our story was getting lost. Our copy focused on features, not outcomes, and our site resembled a prototype more than a trusted SaaS partner.
Prospects struggled to grasp how we could close the offline-to-online data gap created by the alcohol industry’s three-tier system.
Internally, we were revising slide decks, cold emails, and one-pagers almost weekly, indicating that we hadn’t yet nailed our positioning or visual identity.
What made you decide it was time to take action and tackle these challenges?
Lisa: Honestly, I cringed every time someone asked for our site, its dated look completely undercut the image of a forward-thinking tech company I wanted Promolytics to project. Partnering with Heather transformed that liability into an asset.
How did you feel about the clarity you gained around your positioning and messaging?
Lisa: Relief and forward momentum.
Q: Were there any parts of the process that surprised you or felt like a turning point?
Lisa: The real turning point came when Heather interviewed my team. She surfaced insights we hadn’t been able to articulate, then distilled them into a clear, concise narrative that everyone instantly rallied behind.
What changed in your business as a result of the project, or how has this engagement positioned you for future growth or investment?
Lisa: Beyond metrics, the engagement armed my team with a repeatable story. Sales decks, grant applications, and investor briefs now pull from a single source of truth, which saves hours and projects confidence.
Q: What would you say to another founder who is considering a similar project like this but isn’t sure it’s the right time? Or isn’t sure if Heather is the right fit?
Lisa: If your product narrative is still living in your head or scattered across pitch decks, you are already paying an “unclear messaging” tax in longer sales cycles and tougher investor calls.
Bringing in Heather gave us unbiased insight and the creative horsepower we lacked internally. Heather blends strategic depth with tactical deliverables; she will not just write pretty words but will force you to make hard choices about your market, your differentiators, and your voice.
Do it before you scale, not after.
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