Use Case: Brand Marketing Lead

Description:
See how a VP of Strategy detected a competitor’s quiet shift in positioning before the official announcement, using insights from Signum.AI.

Client:
A global marketing technology company operating in North America and Europe.

Challenge:
The company was caught off-guard when a key competitor rebranded and began targeting enterprise clients — a move that changed the dynamics in several key deals.

Solution:
Using Signum.AI, the strategy team spotted gradual changes in the competitor’s tone, language, and visuals across LinkedIn, website copy, and thought leadership content. Signum.AI flagged this pattern as a potential shift in positioning. The company was able to respond quickly — revising their own value messaging for enterprise buyers and preparing their sales team for objections before the competitor went public with the change.