Customer Case Study

Context

imagino is a European Customer Engagement Platform that unifies customer data management, real-time activation, and omnichannel engagement. After building success across Europe, the company set out to enter the North American enterprise market, a market dominated by Adobe, Salesforce, Braze, and Oracle.
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A mature product and a strong European base weren't enough. Breaking into the U.S. meant far more than translating materials: it meant answering hard strategic questions before spending a dollar on demand. How should imagino position itself in North America? Which category should it compete in? How could it differentiate from entrenched CDPs and Customer-Engagement vendors, decide which buyers to target first, and build credibility with enterprise buyers who had never heard of it? Without a clear position and supporting industry validation, entry would stall.
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Objective

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• Define a differentiated U.S. market position and the category imagino would compete in.
• Build the messaging, personas, and sales narrative to make imagino understood by North American enterprise buyers.
• Establish credibility with the industry analysts who advise those buyers.
• Turn analyst engagement into ongoing market intelligence, not one-off briefings.
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Solution

I led Product Marketing and Analyst Relations for imagino's North American go-to-market, working closely with the executive team to define the market strategy and build enterprise credibility.
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Product Marketing

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• U.S. market positioning: Partnered with senior executives to create imagino's initial U.S. positioning and strategic foundation. The work proved effective enough that much of the positioning, messaging, and narrative was subsequently adopted into imagino's global positioning, including in its home market of France.
• AI narrative: Developed imagino's AI story to reflect both current capability and long-term vision, aligned to evolving buyer and analyst expectations.
• Messaging & personas: Built the value proposition and messaging framework, executive and technical buyer personas, and persona-specific messaging.
• Sales narrative & enablement: Created the U.S. sales narrative and executive pitch deck, plus competitive positioning and initial sales-enablement assets.
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Analyst Relations

Once the strategy was set, I designed and ran imagino's North American Analyst Relations program:
• Program & engagement: Built the analyst engagement strategy, prioritized key analysts, and managed strategic relationships with Forrester.
• Executive readiness: Prepared executives for analyst inquiries and briefings, and created analyst-specific presentations and messaging.
• Intelligence loop: Translated analyst feedback into actionable recommendations across positioning, messaging, product strategy, and go-to-market, using inquiries as strategic working sessions to validate positioning, read evolving enterprise buying behavior, and spot market trends before scaling.
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Product Marketing + Analyst Relations

imagino's U.S. entry worked because the two disciplines ran as one. Product Marketing set the category strategy, differentiated positioning, personas, messaging architecture, AI narrative, and competitive differentiation. Analyst Relations then validated and sharpened that strategy through direct engagement with Forrester analysts who collectively advise hundreds of enterprise buyers a year. Analyst insight fed directly back into positioning, messaging priorities, partner strategy, the CEP narrative, and the AI roadmap. AR stopped being a communications task and became a continuous source of market intelligence that shaped executive decisions.

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AR stopped being a communications task and became a continuous source of market intelligence that shaped executive decisions.

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Benefits

Product Marketing:
• A defined U.S. market position and messaging, executive and technical personas, and a differentiated Customer Engagement Platform narrative.
• A U.S. sales story, executive pitch deck, and persona-based messaging
• Influence beyond North America: the work helped reshape imagino's evolving global positioning, including at home.
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Analyst Relations:
• Strategic relationships established with leading Forrester analysts, and imagino positioned within ongoing Forrester reimagino's Customer Engagement Platforms and CDPs.
• An executive-level analyst engagement program, with executives prepared for briefings and inquiries.
• Analyst insight leveraged to refine positioning, messaging, and product strategy, strengthening credibility with enterprise buyers by aligning imagino's narrative with leading industry research.
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Business impact

Entering a new market takes more than great technology, it takes a position buyers understanimagino'sevel of credibility they trust. At imagino, Product Marketing built a differentiated narrative while Analyst Relations continuously validated and refined it through direct Forrester engagement. Run together, the two disciplines created an analyst-informed go-to-market that accelerated imagino's U.S. entry and ultimately shaped its broader global positioning, a strategic advantage not just for launching into a market, but for steering the long-term direction of the business.

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Run together, the two disciplines created an analyst-informed go-to-market that accelerated imagino's U.S. entry and ultimately shaped its broader global positioning to a strategic advantage.

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