Turning disparate voices into one adtech narrative

Business context

Adtech's data landscape had fundamentally shifted: iOS privacy changes and cookie deprecation disrupted established sources, regulatory scrutiny grew, and many location data suppliers simply left the market. Unacast had strong capabilities for this moment, and many different ways of describing them.

The decision or challenge

The company needed to reposition for the adtech audience with a single narrative everyone could sell from, and a definition of the ideal customer sharp enough to focus the whole motion.

My mandate

Product marketing consultant working with B2B Catalyst: run the interviews, define the ICP, build the narrative, and equip sales to deliver it.

What I did

• Interviewed customers and voices across the company to gather the competing ideas of what Unacast is and where it wins.
• Defined the adtech ICP in concrete, buildable terms: company size, team structure, and the buying roles that signal sophisticated data needs.
• Developed the strategic narrative that repositioned the company from selling data to being a location intelligence partner, with the story carried by what makes data usable, compliant, and production-ready rather than by the data itself.
• Wrote persona-by-persona tailoring guidance so sales could deliver the same narrative differently to product leaders, data acquisition teams, and executives.

What changed

The narrative became the company's story for the adtech market. Their sales leader put it best:

"She brings a lot of disparate ideas and voices into a cohesive narrative. It's the best articulation of our company that I've seen."

What remained after I left

The strategic narrative itself, an ICP the team can build lists and campaigns against, and sales guidance that keeps the story consistent while flexing to the buyer in the room.