Translucent: Zero-to-One Marketing Build for SMB AI Accounting App
Translucent had spent 2 years building an incredibly powerful apps for accountants and now was the time to scale it's growth.
About Translucent
Translucent builds AI-powered finance apps for accountants at multi-entity companies - tackling pain points in intercompany, consolidation, and reporting.
Challenge
Translucent was an seed-stage company with no marketing function in place. The CEO needed a founding marketer to define the go-to-market motion, test acquisition channels, and support product validation.
What I did
• Defined ICP, positioning, and brand narrative from scratch • Built the acquisition strategy across paid, organic, and product-led channels • Created key marketing assets: messaging, homepage, onboarding, etc. • Introduced a lightweight PLG motion to support self-serve growth • Worked cross-functionally to validate messaging and drive early traction
Results
• Doubled ARR • Customer research and analysis leading to refined ICP with 5x conversion • Relaunched the website, re-positioning the company and increasing session conversion by 36% • Validated paid search as profitable acquisition channel • Launched cold email programme; achieving 3.1% response rate contributing 17% of pipeline • Built AI workflow automations to scale marketing team output with lean team
