ShiftLeft
My experience repositioning ShiftLeft with strategic messaging, UX, and campaign design.
Role
Marketing, UX, Brand strategy Intern
Timeline
May 2024 - August 2024
Team
Anwesa Chatterjee & Deepti Illa
Tools
Figma & Adobe Suite
OVERVIEW
OVERVIEW
Challenge
Position ShiftLeft as the go-to marketing partner for early-mid stage B2B SaaS startups while delivering strategic repositioning for their key client
Goal
Elevate the company with clear messaging and a visual identity that aligned with their aspirations
Solution
Conducted user interviews and market research to shape positioning strategies, redesigned web experiences, and created targeted messaging frameworks and pitch decks.
Part I: Elevating ShiftLeft's Market Position
ShiftLeft needed to differentiate itself in the crowded B2B SaaS marketing space and establish credibility with C-suite executives at growth-stage startups. The company lacked a compelling pitch deck and cohesive website experience to convert prospects into clients.
Collaborated with founders to develop the core value proposition: "Elevate marketers into growth catalysts"
Created comprehensive messaging framework targeting CMOs, VPs of Demand Gen, and Growth Marketing leaders in early to mid level startups
Developed differentiated positioning around ShiftLeft's customer journey visualization patent and 50+ years of combined B2B SaaS experience
Collaborated with founders to develop the core value proposition: "Elevate marketers into growth catalysts"
Created comprehensive messaging framework targeting CMOs, VPs of Demand Gen, and Growth Marketing leaders in early to mid level startups
Developed differentiated positioning around ShiftLeft's customer journey visualization patent and 50+ years of combined B2B SaaS experience
Impact
Increased inbound interest from target prospects
+35%
Comparing May and August 2024
Increased inbound interest from target prospects
+35%
Comparing May and August 2024
Increased lead form conversions on redesigned website
+40%
Comparing May and August 2024
Successfully positioned ShiftLeft as a strategic partner vs. tactical service provider
Part II: Repositioning LenioLabs as an AI Innovation Partner
LenioLabs, a full-stack development agency, wanted to transition from being perceived as a traditional software development shop to becoming an AI innovation partner. Despite having AI capabilities, they were struggling to communicate this expertise to potential clients.
My Research & Strategy Process
Analyzed AI outsourcing market trends showing 70% growth in nearshoring demand
Identified key market drivers: talent shortage, need for rapid AI implementation, and demand for specialized AI skills
Created a messaging framework emphasizing LenioLabs' AI capabilities and proof points.
Helped develop a campaign plan highlighting their shift toward innovation partnerships.
Identified key market drivers: talent shortage, need for rapid AI implementation, and demand for specialized AI skills
Created a messaging framework emphasizing LenioLabs' AI capabilities and proof points.
Helped develop a campaign plan highlighting their shift toward innovation partnerships.
CUstomer Interviews
I conducted structured interviews with customers to understand how we could reposition LenioLabs as an AI innovation partner. Here's what emerged:
CUstomer Interviews
I conducted structured interviews with customers to understand how we could reposition LenioLabs as an AI innovation partner. Here's what emerged:
Customer Drivers:
Need for fast and cost-effective hiring without sacrificing quality
Importance of overlapping time zones (Argentina ↔ Bay Area)
Preference for agile, collaborative partners who "own the problem"
Desire for specialized UX and frontend engineering expertise
Key Insights:
Customers consistently described LenioLabs as reliable and easy to work with
Their ability to scale quickly and integrate with internal teams was a major differentiator
There was a strong appreciation for design system knowledge and UI excellence
Our Strategy:
We emphasized time zone alignment, scalability, and UI/UX leadership in the new positioning
Built proof points around these themes and wove them into campaign messaging
Supported the shift to a proactive partner with AI fluency
User Personas
User Personas
I summarized the motivations and frustrations into fictitious personas to represent the users
I summarized the motivations and frustrations into fictitious personas to represent the users
Campaign Messaging pillars
Impact
Increased AI-qualified project leads for LenioLabs
+30%
Comparing June and August 2024
Strengthened market differentiation in nearshoring
Increased homepage engagment
+25%
Comparing June and August 2024
What I Learned
What I
Learned
This project deepened my understanding of how powerful strategic positioning can be, especially when it's built on real research and close client collaboration. I learned the importance of aligning internal capabilities with external market perception, and how a messaging framework rooted in user and competitor insights creates true differentiation, especially in saturated spaces like nearshoring and AI services.
I also saw firsthand how proof points (like case studies and persona-specific examples) dramatically boost credibility, especially when introducing emerging tech like AI.
This project deepened my understanding of how powerful strategic positioning can be, especially when it's built on real research and close client collaboration. I learned the importance of aligning internal capabilities with external market perception, and how a messaging framework rooted in user and competitor insights creates true differentiation, especially in saturated spaces like nearshoring and AI services.
I also saw firsthand how proof points (like case studies and persona-specific examples) dramatically boost credibility, especially when introducing emerging tech like AI.