Todd.inc
Build brand identity and test product-market fit for an early-stage tech startup
INDUSTRY
SAAS
YEAR
2023 – 2024
SERVICES
FRACTIONAL MARKETING
BRAND MESSAGING
WEBSITE STRATEGY
CREDITS
KIM POST
JEFF PUGH
THE OPPORTUNITY
One of the most valuable marketing phases for an early-stage startup is determining product-market fit. When Todd.inc’s founders brought on Integrato as fractional marketing director, they had a product under development, existing B2C qualitative research, and critical questions about which audiences and value propositions would best resonate. There also was no defined brand voice, messaging or visual identity.
Integrato focused on running disciplined paid media A/B tests with consumer audiences, then applying insights to brand guidelines and a redesigned website. The A/B testing and the brand’s subsequent research revealed a stronger product-market fit with B2B customers than the initially identified B2C and B2B audiences—a conclusion that shaped the brand’s pivot later that year. Market testing also surfaced a naming gap. While the brand identity held deep personal meaning to the founders, it didn't fully reflect what the product delivered to customers.
After 8 months, the engagement paused because in the client’s words, "our product development has been moving a bit slower than our marketing efforts.” A new CTO was brought in to close the gap. Later that year, the brand moved forward with a more intuitive name, a focused audience of B2B customers, and a clearer path to market than it had before.
TESTING THE VALUE PROPOSITION
With B2C qualitative research freshly completed, Todd.inc sought quantitative data on how consumer audiences would respond to its value proposition. Integrato drafted a messaging strategy that explored the emotional drivers for estate planning—both positive (clarity and ease) and negative (overwhelm and confusion).
Integrato then translated the messaging into digital creative and a testing plan that media partner Jeff Pugh executed via Meta display ads and Google search ads. Two A/B tests tracked how the following levers impacted ad engagement and landing page downloads:
advertising tactics: search vs. social
terminology
emotional triggers: positive vs. negative
imagery: brand-centric vs. lifestyle-centric
While test results are withheld as brand IP, sample creative can be found below.
BUILDING BRAND GUIDELINES
Armed with the A/B test results and prior qualitative research, Integrato built a brand messaging framework: defining Todd.inc’s mission, vision and belief; establishing brand voice and tone; and articulating the problems Todd.inc solved for each audience.
Integrato also collaborated with Art Director Kim Post to create visual identity guidelines and new assets demonstrating how to express the brand’s look and feel in go-to-market executions.
The result: a brand rooted in humanity and clarity for a topic (estate planning) that carries a heavy emotional weight.
ACTIVATING THE BRAND WITH A WEBSITE REDESIGN
With completed brand guidelines and B2C and B2B audiences both still in play, Todd.inc was prepared to transition from a bare-bones website to a MVP launch-ready website. As fractional marketing director, Integrato led website strategy, content strategy, content creation, and design and development execution.
01
Map the Signup UX.
Audit competitor websites to compare user experience and signup calls-to-action. Apply best practices to navigation.
02
Anchor in Audiences.
Organize navigation and site map around B2C and B2B user flows for easy wayfinding. Plus, hold space for anticipated future states.
03
Appeal with Brand Voice.
Connect SEO keyword research to page names and content. Speak to B2C and B2B users in their language, with the Todd.inc POV.
Clear B2C User Journey
Clear B2B User Journey
Easy Signup Homepage
“Thank you for getting us to where we are. It's exciting to see our tactics in play and traffic driving to our website. Super pumped on what we are learning.”
— Todd.inc CEO & Co-Founder