SpendLab is an AP technology company based in Amsterdam that leverages AI, machine learning, and human expertise to analyze every single invoice.

After a venture partnership and the launch of their first software product, SpendLab needed positioning that could hold across both while differentiating them from larger, legacy competitors.

The messaging also had to thread a very specific needle: compelling enough to grab attention, clear enough to hold it, precise enough to survive regulatory scrutiny, and serious enough to be trusted by CFOs.

"We catch what others miss," their new tagline and website headline, had enough teeth to keep their competition up at night, didn't lean on AI (which would have made them blend in), and most importantly – is entirely defensible.

This tagline wasn't created in a vacuum, it was an expression of their identity as forensic specialists. Their tailored GTM narratives and messaging frameworks stemmed from this new foundation as well.

We then built the system to operationalize it all: a brand wiki serving as single source of truth across leadership, sales, marketing, and product, including the logic filters that every decision and piece of communication passed through before making contact with the outside world. 

This changed what SpendLab said. It also changed how their entire GTM org operated.

A single ghostwritten LinkedIn post generated multiple enterprise leads. And for the first time, their sales team was proud to send their website to prospects.