Who is Attentive?

Attentive is an AI-powered mobile marketing platform that empowers marketers to create personalized journeys for every consumer, boosting recurring revenue and maximizing performance. The Attentive platform activates real-time data from multiple channels and advanced AI to personalize content, tone, and timing, enabling brands to deliver 1:1 messages that truly resonate with each subscriber. Attentive’s G2 top-rated customer success team collaborates with marketers to offer strategic guidance and maximize performance across SMS and email campaigns. Leading global brands trust Attentive to ensure enterprise-grade compliance and deliverability for trillions of interactions across over 70 industries.

Situation

Attentive entered the market in 2017 with an unparalleled solution to tackle a new channel for marketers: SMS. For years, they remained the go-to platform for SMS marketing, particularly for retail and ecommerce brands. But the market expanded with more and more players entering the space and complementing categories, like email marketing software, adding SMS products to their platforms

As the market shifted, becoming more and more crowded every year, Attentive grew from a single-product SMS solution to a multi-product SMS, email, and AI platform. This required a new approach, because even Attentive’s most loyal customers were misinterpreting the company’s vision and direction.

Solution

Attentive and Fluvio partnered over a six-month period to reposition Attentive’s platform. This effort began with an in-depth voice of the customer research project, including more than a dozen interviews with marketing and ecommerce leaders and a comprehensive market survey to gain quantitative validation of key qualitative research insights.

Using those insights, Fluvio led the Attentive product marketing team through a strategic positioning workshop where, together, we overhauled Attentive’s positioning and messaging, crafting a narrative that clearly communicated the company’s unique value. Building on this foundation, Fluvio refined Attentive’s buyer personas and developed the overarching narrative for the company’s prospect pitch.

Following multi-product platform positioning centered around AI tools, Fluvio also conducted qualitative and quantitative pricing and package research to help the cross-functional pricing and packaging committee make informed decisions about updates to their model.

CLIENT INTERVIEW

We sat down and interviewed Summer Daoud, VP of Product Marketing, to get her thoughts on Attentive’s product marketing consulting engagement with Fluvio.

What problems were you encountering that led you to believe a product marketing consultant could help?

When I joined Attentive, it was clear that our platform was delivering demonstrable value to our customers, but we were having a hard time aligning internally on a succinct multi-product, AI-backed story. We have a team of highly-talented product marketers that are in the weeds daily with our product and go-to-market teams, but they didn’t have time to focus on the critical undertaking of interviewing customers and prospects to help shape our narrative.

Why was Fluvio the right fit for Attentive?

We needed big, strategic projects completed quickly without investing a ton of internal resources in getting them done. Fluvio brought both the expertise and the efficiency we were looking for, seamlessly integrating with our team and getting up to speed quickly. Their ability to distill complex insights from customer and market research into a clear, compelling narrative was exactly what we needed to reposition our platform. They didn't just provide recommendations—they delivered actionable, data-backed strategies that reshaped our approach to messaging, positioning, and even pricing. Their collaborative style ensured alignment across teams, making them feel like an extension of our organization rather than an external agency.

What does Fluvio offer that is unique?

Fluvio’s approach is unique in the sense that it is both highly strategic and equally tactical. Their team of principals and consultants go deep to learn and understand your product and business, making them an essential extension of your team. This allowed them to hand us actionable, data-backed recommendations that helped our leadership team make decisions on our go-to-market approach faster and more effectively than ever before.