From better ZoomInfo to better pipeline.
SalesIntel was selling itself as a cheaper, more accurate ZoomInfo, a price war nobody wins.
The "ZoomInfo Alternative" Trap.
SalesIntel had a genuinely strong data product, a 95% accuracy guarantee and a 2,000-person research team, but led every page with data accuracy. That put the company on the exact axes, accuracy, volume, price, a bigger incumbent always wins. Buyers had also stopped rewarding record counts; they wanted to know which accounts were in-market right now.
Re-anchoring the buying criteria.
Stop selling the input. Sell the outcome.
Clayto rebuilt the landing-page narrative around the outcome buyers actually wanted: turning buying signals into pipeline that converts. AI agents, GTM Canvas and Signal360, became the mechanism that gets buyers there.
A new homepage nobody repeats is just a homepage.
A repositioning dies if it lives only on the website. Clayto carried the new narrative into the stack reps use on calls, so the page and the pitch matched.
The homepage became the proof.
Repositioning asks a company to walk away from familiar language. The landing page is where the new criteria had to prove themselves.
The PMM Takeaway.
Repositioning means changing the criteria buyers use to judge an entire category, then proving the new criteria convert. Calling yourself the cheaper alternative to the leader hands them the standard and asks the buyer to grade you against it.
The landing page is where a reposition earns its keep. Pick the axis you can win on, prove it there, then propagate it everywhere reps speak.
Want a repositioning like this for your category?
Clayto embeds with B2B SaaS teams to find the buying criteria you can actually win on, then proves it on the page before it spreads into sales.