01
Market Research & Positioning
Before developing a go-to-market strategy, we needed to understand the market Aduanapp was entering.
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Customs classification has long relied on manual processes and specialized knowledge. For many professionals, AI was still unfamiliar territory.
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Our research focused on understanding how the market perceived AI and where Aduanapp fit within the customs ecosystem.
Findings (Challenges):
The market was skeptical of AI-driven customs solutions.
​Many professionals saw AI as a replacement for their expertise rather than a tool to support their work.
Aduanapp was introducing a new product category that required education before adoption.
The product's capabilities were clear, but its value was not yet being communicated in a way the market could quickly understand.
02
​ Go-to-Market Strategy
​Position Aduanapp as a practical tool for customs classification.
Create opportunities for users to test the product before committing.
Increase product awareness within the customs and trade community.
​Establish a consistent communication system to educate and nurture prospects.
03
Execution & Growth
The next step was putting the strategy into action.
Built a content engine that established a consistent LinkedIn presence and supported ongoing market education.
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Positioned Aduanapp Classify as the most precise Mexican customs classifier through product messaging and educational content.
​Developed positioning and messaging for multiple products and initiatives across the Aduanapp ecosystem.
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​ Activated events and training sessions to introduce the product to customs professionals.
THE results
​Ranked #1 in LinkedIn audience growth among core competitors.
Generated 1.2K+ qualified leads through content, events, and product-led acquisition.
Achieved a 14% content engagement rate, significantly above the industry average.
Generated inbound interest from companies including Mercado Libre, FedEx, and Leschaco.
The Integrated System for Aduanapp
Branding
We developed product messaging and positioned multiple products and initiatives, making the ecosystem easier to understand.
Social Media Content
LinkedIn became a key channel for market education.
Content focused on answering common industry questions while helping professionals become familiar with the product.
Website
The website became a central tool for explaining the product.
The focus was helping visitors quickly understand what Aduanapp does and how it fits into their daily workflow.
Go To Market
The strategy focused on education and product adoption.
Classify Mini gave users a way to experience the product before making a decision.
Case Study: Go to Market
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Aduanapp is a technology company based in Querétaro, Mexico, focused on building AI-powered solutions for customs and international trade.
Their mission is simple: reduce the complexity of customs operations through intelligent automation.
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When they approached Carrot, they had a powerful product and a clear vision, but needed a go-to-market system capable of translating complex technology into a message the market could understand and adopt.
main goal
Build a go-to-market foundation that transformed a complex customs technology product into a clear and accessible market message, while positioning Aduanapp as a modern leader in customs innovation.
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