Siteimprove is a digital insights platform that helps over 7,500 global organizations improve their website accessibility, SEO, and content experience.
Backed by Nordic Capital and headquartered in Denmark, the company serves customers across education, government, finance, and enterprise.
We partnered for 9 months to strengthen their product marketing foundation, refine GTM and Launch strategies, launch a handful of products and develop multiple sales enablement initiatives.
The Challenge
Team transition + a busy launch calendar
Siteimprove was undergoing a major marketing reorganization and lacked an internal product marketing team. At the same time, they were preparing to launch multiple products, revamp their messaging, and integrate an acquisition. They needed a partner who could help them build foundational frameworks and execute key launches, fast.
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IZABELA MISIORNY
Product Marketing Manager CMO | Growth, Positioning & Evangelism
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JERRY ELLIS
Director, Global Sales Effectiveness
The Work
Scaling Product Marketing with Strategic Frameworks, Smarter Launches, and Sales Alignment
During a critical transition period for Siteimprove’s marketing organization, Olivine stepped in as an embedded product marketing partner. Our team helped stabilize and scale the product marketing function by building a repeatable launch process, crafting messaging foundations, developing positioning frameworks, enabling sales, and executing go-to-market strategies across five core products.
We also supported Siteimprove’s commercial teams with fresh enablement materials, sales scripts, sales pitch and proposal decks, personas, ICPs, and competitive intelligence battlecards. Our work not only helped execute key launches (like Brand Consistency) but also ensured long-term alignment across product, marketing, and sales. Together, we laid the foundation for a more integrated, agile product marketing function. Then we executed as in-house product marketers for five key product launches.
Foundational PMM Work
Built a scalable product launch process and messaging workflow to streamline collaboration between product, marketing, and sales.
Developed positioning and messaging for accessibility, SEO, marketing performance, and brand governance products.
Created a messaging-to-web workflow to align PMM updates with demand gen and content teams.
Audited and updated outdated messaging across collateral, webpages, and sales decks.
Strategy
Built a tiered product release framework to help teams prioritize and streamline GTM execution.
Developed a launch playbook with roles, responsibilities, timelines, and asset maps for every release type.
Ran strategy and planning for five key product launches, and executed all product marketing deliverables.
Advised on product naming strategy across accessibility, SEO, and brand tools.
Sales Enablement
Audited and redesigned corporate and product-level sales decks with modular slides to fit various sales motions.
Built tailored partner marketing templates to support co-marketing and product integrations.
Supported enablement sessions for sales and customer success teams across multiple regions.
Created pre- and post-acquisition scripts & collateral plans to help sales bridge legacy brands and new value props.
Competitive Intelligence
Created competitive battlecards for handfuls of competitors in SEO, Accessibility, Content, and Governance fields.
Developed a standardized Klue format to align all battlecards with GTM messaging.
Equipped sales with talk tracks and differentiators for in-pitch use, based on real use cases.
Provided ongoing updates to reflect product enhancements and competitor launches.
The Olivine Team
