Learn How Contify’s News Feed APIs Helps a SaaS Company Powers Its Offering For Product Marketers

1
Case study
Learn How Contifys News Feed APIs Helps a SaaS
Company Powers Its Offering For Product Marketers
2
Table of Contents

• Overview
• Key Challenges
• Contify Solution
• Impact
• By the numbers

3
Introduction

• Learn how a SaaS company powers its intelligence
  offering for product marketers to aggregate
  intelligence on their competitors using Contifys
  News Feed APIs.

4
The SaaS company builds software for product
marketers
Overview

• The core component of their offering is to
  deliver intelligence from company websites which
  includes website copy (positioning), messaging,
  blog posts, press releases, whitepapers, and
  other marketing collateral.
• Their users are depended on this information to
  refine their own messaging, new feature planning,
  and anticipate/ track changes in the offerings of
  their competitors.

5
Key Challenges
The firm aimed to aggregate intelligence on their
competitors for product marketers

• Given the scale at which the SaaS company was
  adding new companies, it was almost impossible to
  write scrapers for each website.
• The scrapers stopped working whenever websites
  changed their design and therefore had to be
  continuously maintained.
• Adding new technology resources for maintenance
  was expensive and outsourcing to freelancers
  wasnt delivering the desired quality.

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To mitigate these challenges, the firm needed an
AI-based solution that could
Configure and write scrapers for all the company
websites that the SaaS company was already
supporting
Intelligently flag a new section and identify web
pages that are not being updated.
Tag the aggregated content properly so that it
can be consumed at the right places in the
workflow.
7
After adequate due diligence, Contify News Feed
API was selected.
Contify Solution

• Scrapers for marketing/resources section
• Contify configured scrapers for all the company
  websites that the SaaS company was already
  supporting (this also involved writing custom
  scrapers for some websites).
• Maintain scrapers and identify new ones
• Contify developed an indigenous system based on
  machine learning that flags a new section and
  identifies web pages that are not being updated.
• Contextual tagging
• Contify handled contextual tagging issue with
  machine learning technology which delivered
  accurately tagged aggregated content.

8
Impact
Contifys Newsfeed APIs provide intelligence from
the company website at scale

• The SaaS company saved on significant costs that
  they would have incurred had they built the
  technology infrastructure to aggregate company
  intelligence on their own.
• The client is now able to track thousands of
  company websites and are adding new ones every
  day.

9
Value Delivered
2000
Delivering intelligence from 2000 website.
10
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