Renat Balandin · Senior Product Marketing Manager, Seattle, WA
Public-facing projects I recently led at Siteimprove. Together, they show how I handle positioning, messaging, and platform narrative.
01
Unified multi-product launch
Agentic Momentum
One AI platform story, four product pillars
Our first unified multi-product launch. I brought four product pillars under one AI platform story and owned the whole effort, strategy, messaging, enablement, and the launch page itself. One unified platform narrative, launch activation, adoption strategy, and sales enablement, in an expansion-led launch aimed at existing accounts.
Four pillars, one platform narrative
AccessibilityDigital accessibility and governance
AnalyticsMarketing analytics and insights
SEOSearch performance and visibility
Content StrategyContent experience and optimization
Results, first 30 days
14,000+page views on the launch hub
1,000+webinar attendees
467paid feature activations in 30 days
It became our default GTM motion going forward.
02
Multi-capability flagship product launch
SEO Intelligence Suite
Three capabilities, four buyers, each on their own terms
I led product marketing end to end for this launch, covering positioning, competitive narrative, persona-based messaging, and analyst relations. The suite connected three capabilities, and the supporting blog speaks to four buyers (CMOs, digital marketing leaders, SEO professionals, and content teams), each on their own terms.
What the suite brings together
SEO EnterpriseTechnical SEO performance and readiness
Keyword IntelligenceKeyword research, competitive intelligence, search insights
Content Blueprint AIAI-assisted keyword discovery, topic clustering, content planning and briefs
Results, first 6 months
270leads from the launch page and webinar
23contracts within six months of launch
4buyer audiences, each with its own message
03
AI search capabilities launch
AEO Visibility
Positioned for the shift from search results to AI-generated answers
A launch in a fast-moving category. I built the web page, enablement, talk tracks, decks, and FAQs, with the messaging kept deliberately simple around three pillars, without overstating what the product could measure.
The three messaging pillars
VisibilityWhether your brand shows up in AI answers at all
Share of voiceHow often you appear next to competitors
CitationsWhich sources AI answers draw on, and whether yours is among them
Results
Launched out ahead of a competitor, with the public product page, value proposition and messaging, sales talk tracks, external decks, FAQs, and internal enablement.