Using Customer Insights to Sharpen Positioning and Drive Conversion.
CompeteIQ had rebranded and upgraded their competitive intelligence platform, software that helps marketing teams monitor competitors and arm sales reps with battle cards to win deals. They needed their external positioning to match their evolved product.
The problem went beyond messaging. The team had valuable customer data sitting in survey responses, but it hadn't been systematically translated into a communications strategy. They needed someone to dig into what customers actually valued, then turn those insights into a website and content approach that would resonate and convert.
My role: From customer data to strategic positioning
I worked with the founders and head of marketing to extract insights from existing customer research and translate them into a repositioned brand and optimised user experience.
What I delivered:
Customer insight analysis: Reviewed survey responses and conducted founder interviews to identify what customers truly valued about the platform, and where the existing messaging was missing the mark.
Strategic content audit: Analysed the existing content library to determine what to keep, update, or retire based on alignment with customer needs and the new positioning.
User journey mapping: Used behavioural data and customer research to map an updated user journey, then created wireframes to illustrate how the experience should guide prospects from awareness to conversion.
Website repositioning: Rewrote all website copy to reflect the refined positioning, working with the development team to build and launch the new design.
SEO and content strategy: Created a search strategy to optimise the site and guide future content creation.
The approach
- Insight extraction: Mining existing customer survey data and founder knowledge to surface what mattered most to buyers.
- Gap analysis: Identifying where current messaging and content failed to connect with what customers actually cared about.
- Journey mapping: Translating customer insights into a user experience that aligned user goals with business conversion goals.
- Execution: Repositioning copy, content, and site structure to reflect what the data told us.
The impact
The repositioned website delivered month-on-month improvements: decreased bounce rates, increased average time per page, and increased page views.
"Kim has done a simply outstanding job sharpening our positioning and focusing our message on key segments. Her user-centred approach established a connection that resonates with our customers and their journey. She's converted this into engaging content on our website, blogs, social channels and white papers." — Alan McNab, Co-founder and CEO
Key insight
Even companies built on intelligence need help translating their own customer data into action. This project demonstrated how existing research—often sitting unused—can be surfaced, analysed, and turned into strategic communications that drive measurable results.
