Case Study: Analytics Tech → GTM & Tagging Automation
The case for selling emotional relief, not tagging features.
Leads on a ~€1,000 budget | Ad performance 50% over benchmark | First demo booked in 7 days
TagInsight is a MarTech / GTM tagging automation tool. In plain English - it simplifies Google Tag Manager setup and troubleshooting — cutting hours of manual tagging work and removing guesswork from tracking. But at the beginning, there was no clarity on who to sell to (freelancers, agencies, in-house teams?), what message to lead with, and which channel would give the fastest early signal.
We had to start by evaluating the market and making an informed bet on the ICP - fast. Only then would messaging and channels make sense.
So we ran a fast evaluation across three potential segments: end-clients (in-house teams), agencies, and freelancers. We compared urgency of need, solution-fit, ability to convert, buying behaviour, and market volume.
Agencies were the segment where the pain was most intense, visible, and urgent — and where “keep clients + protect margin” was a daily battle.
Most early SaaS founders try to “explain the tool” and promise some measurable outcome. Agency people are the ones who write these messages - they know few deliver. So we needed a different approach.
Agency folks WANT Google Tag Manager automated, but how do we kick them into action? We knew that 'loss aversion' is the stronger message - and today's manual setup leads to unexpected bugs, client complaints, and thinner margins. That's one thing they'd happily pay to avoid!
When talking to prospects, one phrase kept coming up:
“It’s messy — I can’t sleep at night.”
They had a dream of what having an agency would be like. What they have instead is more of a nightmare. TagInsight wasn't just a tool - it's the shortcut that can get them back closer to that dream.
Validated ICP options to find who will lead to revenue FAST
Reframed value from accuracy → keep more margin + sanity
Wrote messaging anchored on the emotional dream:
“the agency you thought you’d get to run”
Created SEO content based on broader needs and pains - beyond GTM
Ran emotional POV ads (not feature ads) to test resonance
Rewrote outreach to mirror shame + relief, not educate
0.59% CTR (vs 0.39% SaaS benchmark)
Reached full ICP for < €700 total spend
Booked the first demo in 7 days
People don’t google “tagging automation”. They search GTM syntax (react, schema, server-side etc) and “best digital agency tools”. So we made content that maps to their real queries — not our value props — to avoid writing articles nobody would ever type into Google.
Generic “what tool do you use?” outreach flops. But agency founders will talk to other agency founders (yes, that's how TagInsight was born). So we anchored outbound in “same life, same chaos” — not features — which unlocked way more honest replies for the same effort.
We thought people would be searching for “tagging automation” or “tracking tool”…but they actually looked for things like “GTM plugin” or “GTM browser extension”. So those are the search terms that we bid on - and were the only ones among the competition to do so!
Don’t build the story around the tool.
Build it around the emotional cost of the pain — because emotional framing is 7x more persuasive in B2B than rational “features”.
If you make the upside emotionally obvious → channels, creatives and copy become obvious too.
Explore more case studies here.