Equals Case Study — Olivine — A Product Marketing Agency

Equals is the only spreadsheet with built-in connections to any database, versioning, and collaboration for analysts.

Data & Analytics • Founded 2021 • $6.6M seed funding from David Sacks of Craft Ventures

We partnered for 3 months on product marketing

The Challenge

Isolate key personas to focus on and better communicate feature launches. Improve communication with leads and customers, and content distribution.

During the first month of the engagement, the Olivine team was focused on deeply understanding Equals’ product, customers, and their unique position in the spreadsheet market. After conducting three strategic workshops, we solidified their key personas to focus on at this early stage as well as their key value propositions. We also worked to identify ways Equals could better communicate feature launches and nurture leads and customers.

The Deliverables

We produced new integration pages, an evergreen nurture sequence, a podcast, and a monthly newsletter.

In three months, Olivine delivered a personas and Jobs-to-be-Done report and deck along with a product positioning and messaging guide. We also produced 12 integration pages for their website to support their GTM goals around product launches. To address their need to better communicate with and nurture leads and customers, we built an evergreen nurture sequence for Equals, along with a designed monthly newsletter template. Finally, we repurposed their impressive interview series “Insighs in Action” from video and long-form content into a podcast for wider distribution.