CASE study

Cohere

Discover how a full-funnel developer marketing strategy helped Cohere stand out as the leading natural language processing (NLP) platform and engage developers from awareness through acquisition.

Reaching developers in the highly competitive AI and machine learning (AI/ML) industry takes an audience-first approach. Cohere turned to Catchy for support as they brought their natural language processing (NLP) platform to market and positioned themselves as a leading voice in the space. Our team developed a full-funnel developer marketing strategy and managed key initiatives across the resulting program, including performance marketing and paid media, developer signal monitoring, influencer marketing, and creative.

Meet the Client

Cohere is an AI/ML startup that gives developers and businesses unprecedented access to NLP. Cohere’s platform uses large language models that generate, categorize, and organize text at scale. It can be used by any developer, regardless of AI/ML experience.

Cohere's platform solves practical business problems, provides widespread access to advanced NLP technology, and enables partners to build tailored solutions for their clients.

The Challenge

While NLP is growing in popularity, a lot of work is still needed to bring its solutions to life. Cohere needed to generate interest and awareness among different developer audiences while competing with AI/ML heavyweights like OpenAI.

Ultimately, Cohere aims to become the NLP platform of choice for developers and businesses while elevating the industry as a whole. To achieve this, they needed to increase the number of users on their platform.

Our Approach

Catchy built a full-funnel strategy, outlining engagement tactics from awareness through acquisition. This strategy provided Cohere with relevant research and insights, aligned their go-to-market activities, increased their visibility, and grew their community impact.

It included information from three main sources:

Stakeholder interviews: Synthesized qualitative data from Cohere’s marketing, developer relations, sales, and product teams to gain strategic insights
Audits and analysis: Conducted audits across Cohere’s website, content, growth marketing (SME and social), and paid media to identify opportunities and gaps in their existing developer marketing initiatives
Market and audience-specific expertise: Tapped into expertise from our team’s 12+ years of developer marketing experience to find actionable solutions in the context of the AI/ML market

Our team provided ongoing strategic support and implemented key initiatives across the resulting developer marketing program.

The Deliverables

Catchy provided the following deliverables across strategy development and program implementation:

Developer Marketing Strategy

Comprehensive, full-funnel developer marketing strategy
Go-to-market recommendations, including audience, messaging, content, and media

Performance Marketing and Paid Media

Paid media across social channels to drive awareness, including YouTube, Twitter, LinkedIn, Reddit, and Stack Overflow
Paid search and remarketing to increase engagement and acquisition

Developer Signal Monitoring

Strategic recommendations based on a program monitoring developer interests, needs, and motivations across AI/ML and NLP

Influencer Marketing Program

Strategy, identification, selection, and management for an influencer marketing program

Creative Assets

Ideation and illustration of mascots to support the C4AI (Cohere for AI) community
Supplemental creative assets for C4AI across social channels, blog posts, newsletters, and events

The Results

These deliverables drove progress toward Cohere’s objectives in the following ways: