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Cloudinary

AI-powered image and video platform Cloudinary partners with Blue Seedling to refresh their positioning and messaging for the next stage of growth.

Industry
Image and video management

Buyer Persona
Developers & digital marketers

Location
Israel / Santa Clara, CA

Services Provided
Positioning and messaging, B2B marketing team

Industry
Image and video management

Buyer Persona
Developers & digital marketers

Location
Israel / Santa Clara, CA

Services Provided
Positioning and messaging, B2B marketing team

It was a no-brainer for us to partner with Blue Seedling to help us clarify and evolve our brand messaging to be the foundation for the next milestone in our growth trajectory. Despite what seemed like a challenging task with an impossible timeline, Blue Seedling jumped in with energy and enthusiasm and delivered a clear and compelling positioning framework. The Blue Seedling team was a pleasure to work with and found common ground across a wide range of perspectives to deliver something that is resonating with our target audiences.
Genevieve Haldeman
Vice President, Corporate Marketing, Cloudinary

Cloudinary is a unicorn (and centaur) in the Israeli tech scene with a remarkable growth trajectory. Their flagship product, which optimizes images and videos for software developers, defined a category and built a following of over 1.5 million developers over the past decade.

But as with many successful startups-going-on-scaleups, Cloudinary reached a point where they needed to revamp their positioning and messaging in order to achieve their next stage of growth. Over the years, Cloudinary’s portfolio had expanded beyond developer tools and now included solutions for business users, such as digital marketers.

Cloudinary needed a new way to describe what they did better than any other company in the world. And they needed a partner who could help them own their category with world-class positioning – fast.

How we did it – in record time

The positioning leaders at Blue Seedling are experts at distilling a company’s vision and differentiation. And we’ve honed our process with dozens of startups and scaleups, enabling us to provide unmatched time-to-value. “It was a no-brainer for us to partner with Blue Seedling,” said Genevieve Haldeman, Cloudinary’s Vice President of Corporate Marketing.

For a mature market leader with diverse stakeholders such as Cloudinary, it was key to get to know the product and the market – really, really well. We interviewed 50+ stakeholders, including the entire executive leadership team, individual contributors at all levels of the organization, customers, investors, and partners. We also held two in-person positioning workshops in California and Tel Aviv.

In the weeks following, our team developed, refined, and perfected Cloudinary’s new positioning and messaging. As a result, in just 8 weeks, we delivered a comprehensive positioning and messaging platform, including:

  • A new, bold positioning statement
  • Messaging for a dozen different personas
  • Strategic insight on how these can translate for their existing sales and marketing collateral, such as their website

The results

 Cloudinary subsequently ran an A/B test of their homepage, which showed statistically significant improvement in web conversions – an increase by over 50% – with our recommended messaging.

The newly updated positioning and messaging accomplished its goals: preparing Cloudinary for the next stage of growth, educating key stakeholders on Cloudinary’s primary value proposition, and empowering the sales and marketing teams to win more deals.

Learn more about how Blue Seedling can take your positioning and messaging to a world-class level – fast.

u003ch3u003eMore Case Studiesu003c/h3u003e

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Having worked with several marketing teams in the past, I can easily say Blue Seedling is one of the best teams I’ve met. One of the signs of a good marketing team is how the engineering team feels about them. It is very rare to see an engineering team happy about the company’s marketing, especially when the product (like ours) is for developers.

Nevo Alva Co-Founder & CEO, Acumen

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The Blue Seedling team was critical to the success of our product launch. Their deep B2B marketing expertise and retail tech experience helped us define the right segment to target and craft the right message to gain immediate traction with our launch. I would recommend them to any B2B startup building a new go-to-market plan.

Allison Hartsoe Founder and CEO of Ambition Data

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Blue Seedling is one of the most impressive and capable marketing teams I have ever worked with. Relentless focus, resiliency and big picture thinking make them great at what they do and a strong addition to any team. Blue Seedling makes leading teams to success look easy. I would recommend working with them without hesitation.

Yaniv Makover Co-Founder and CEO, Anyword

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Blue Seedling played a critical role in getting our marketing efforts up and running in the US. They had a great impact on generating some of the opportunities we now have in the market, both through planning and execution.

Chen Grazutis General Manager, North America, Bringoz

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Blue Seedling hit the ground running and created value from day one. What I like most about working with them is getting a full marketing team with different talents across everything we need in marketing – content, email, conferences, webinars – and at all levels – from high-level marketing strategy to tactical execution at the highest level. I recommend them to every Israeli startup selling to US enterprises.

Nir Livneh CEO and Co-Founder, Equalum

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The Blue Seedling team are the ultimate talent brand professionals. They were true partners in Feedvisor’s successful entry into the NYC talent market and real contributors to our growth.

Keren Halperin VP People, Feedvisor

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Blue Seedling is incredible at what they do. They are a team of no fluff data-driven marketers who know the right channels to focus on at the right times. They know B2B marketing better than anyone I know. We have worked with over a dozen marketers over the years, and Blue Seedling has stood head and shoulders above the rest. They move quickly and precisely and do not waste time on strategies with little ROI. Blue Seedling has that unique mix of intelligence and empathy. I cannot recommend the Blue Seedling team more highly.

Gavi Wolf CEO and Founder, Indiewalls

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This is the second time I partnered with Blue Seedling to help with a major challenge – hiring fast, at scale, and from scratch in two new markets: the US and Europe. With Blue Seedling’s marketing and talent acquisition expertise, we successfully hit our acquisition goals on time and under budget. We highly recommend partnering with Blue Seedling to any Israeli startup that wishes to build a strong talent brand in the US.

Keren Halperin Chief People Officer, Namogoo

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Blue Seedling was very helpful for Panther’s initial marketing push, from strategy and coordination to optimizing our messaging and content. They were a pleasure to work with and I would definitely recommend them to help you push your marketing efforts forward!

Jack Naglieri Founder & CEO, Panther

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The team at Blue Seedling has made a huge difference in our B2B GTM efforts in just a few months. The team is talented and high energy, able to jump into complex subject matter and work with organizational dynamics to get things done. I was hoping for a zero to one motion but we’re relying on them to do even more than that.

Ohad Samet Co-Founder & CEO, TrueAccord

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Having worked with several marketing teams in the past, I can easily say Blue Seedling is one of the best teams I’ve met. One of the signs of a good marketing team is how the engineering team feels about them. It is very rare to see an engineering team happy about the company’s marketing, especially when the product (like ours) is for developers.

Nevo Alva Co-Founder & CEO, Acumen

Case Study arrow_forward

The Blue Seedling team was critical to the success of our product launch. Their deep B2B marketing expertise and retail tech experience helped us define the right segment to target and craft the right message to gain immediate traction with our launch. I would recommend them to any B2B startup building a new go-to-market plan.

Allison Hartsoe Founder and CEO of Ambition Data

Case Study arrow_forward

Blue Seedling is one of the most impressive and capable marketing teams I have ever worked with. Relentless focus, resiliency and big picture thinking make them great at what they do and a strong addition to any team. Blue Seedling makes leading teams to success look easy. I would recommend working with them without hesitation.

Yaniv Makover Co-Founder and CEO, Anyword

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Blue Seedling played a critical role in getting our marketing efforts up and running in the US. They had a great impact on generating some of the opportunities we now have in the market, both through planning and execution.

Chen Grazutis General Manager, North America, Bringoz

Case Study arrow_forward

Blue Seedling hit the ground running and created value from day one. What I like most about working with them is getting a full marketing team with different talents across everything we need in marketing – content, email, conferences, webinars – and at all levels – from high-level marketing strategy to tactical execution at the highest level. I recommend them to every Israeli startup selling to US enterprises.

Nir Livneh CEO and Co-Founder, Equalum

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The Blue Seedling team are the ultimate talent brand professionals. They were true partners in Feedvisor’s successful entry into the NYC talent market and real contributors to our growth.

Keren Halperin VP People, Feedvisor

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Blue Seedling is incredible at what they do. They are a team of no fluff data-driven marketers who know the right channels to focus on at the right times. They know B2B marketing better than anyone I know. We have worked with over a dozen marketers over the years, and Blue Seedling has stood head and shoulders above the rest. They move quickly and precisely and do not waste time on strategies with little ROI. Blue Seedling has that unique mix of intelligence and empathy. I cannot recommend the Blue Seedling team more highly.

Gavi Wolf CEO and Founder, Indiewalls

Case Study arrow_forward

This is the second time I partnered with Blue Seedling to help with a major challenge – hiring fast, at scale, and from scratch in two new markets: the US and Europe. With Blue Seedling’s marketing and talent acquisition expertise, we successfully hit our acquisition goals on time and under budget. We highly recommend partnering with Blue Seedling to any Israeli startup that wishes to build a strong talent brand in the US.

Keren Halperin Chief People Officer, Namogoo

Case Study arrow_forward

Blue Seedling was very helpful for Panther’s initial marketing push, from strategy and coordination to optimizing our messaging and content. They were a pleasure to work with and I would definitely recommend them to help you push your marketing efforts forward!

Jack Naglieri Founder & CEO, Panther

Case Study arrow_forward

The team at Blue Seedling has made a huge difference in our B2B GTM efforts in just a few months. The team is talented and high energy, able to jump into complex subject matter and work with organizational dynamics to get things done. I was hoping for a zero to one motion but we’re relying on them to do even more than that.

Ohad Samet Co-Founder & CEO, TrueAccord

Want to explore working together?

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