Case 02
GTM launch that generated $110K in pipeline
A single custom Shopify integration pointed to a much wider market.
Results
~$110K
in pipeline contributed.
~50%
MQL-to-SQL conversion achieved.
Market expansion:
the solution subsequently expanded beyond Shopify to Magento and WooCommerce.
Context and challenge
Customer’s Canvas provided product personalization technology primarily for print businesses. When a major print customer launched a Shopify store, we built a custom integration. Positive feedback on the editor’s usability and signs that it helped users move toward checkout revealed an opportunity to reach a broader e-commerce audience.
The challenge was to turn this customer-specific solution into a marketable product for a new audience, building positioning, messaging, and a GTM strategy from scratch.
The approach
Working with Product and Engineering, we validated the concept of template-based editors for popular product categories, such as T-shirts and notebooks, making product personalization easier to integrate into Shopify stores.
I managed the GTM initiative from strategy to launch:
Audience and positioning
Defined the target audience and developed positioning and messaging for Shopify merchants.
Value proposition testing
Tested messaging around simpler personalization, easier integration, and a smoother path to checkout.
Launch execution
Launched the Shopify plugin and a dedicated demo store, supported by website content, segmented email campaigns, LinkedIn and Facebook marketing, and paid advertising.
Sales enablement and education
Created integration documentation, tutorials, educational videos, Sales enablement materials, and customer case studies to demonstrate product value and use cases.