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01
Market Research & Positioning
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: their AI tool was not here to replace them, but to be their ally.
02
Building the Strategy
​We built the strategy in three layers, each one setting up the next.
Foundation: We defined the ICP across four segments (custom brokers, freight forwarders, trade experts, and importers) and mapped the core problem for each, from high-risk classification work for specialists to liability risk for importers. From there, we built one clear positioning: Aduanapp as the customs specialist's best friend, not a replacement.
Infrastructure: Before generating demand, we aligned Marketing, Sales, and Customer Success on a shared CRM and lead-handoff process, so the team was ready to convert interest the moment it arrived.
Activation: With foundation and infrastructure in place, we activated primary channels like events, webinars, influencer partnerships, and website/SEM, supported by social media and email nurturing to keep prospects and past-users engaged.
03
Execution
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 1,210 qualified leads in the last quarter.
Achieved a 14% content engagement rate, significantly above the industry average.
Generated inbound interest from enterprise organizations across key industries.
The Integrated System for Aduanapp
Branding
Developed a visual identity aligned with the customs industry and created the brand architecture for Aduanapp's product ecosystem, including Aduanapp Classify, SAT Search, and Workspace.
Website
​Designed and developed the website from scratch as the main hub for the brand and its products. The focus was helping visitors quickly understand Aduanapp's solutions and navigate the product ecosystem.
Go To Market
Defined the positioning, messaging, target audiences, and launch strategy to introduce the products to the market and generate qualified demand.
​Social Media
Built a content strategy across LinkedIn, Instagram, Facebook, and TikTok. Content was organized around 3 pillars: Aduanapp Classify, brand vision, customs insights, and events.
Case Study: Brand and Marketing Foundation
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Aduanapp is a technology company based in Querétaro, Mexico, focused on solutions for customs and international trade.
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When they approached Carrot, they had only a basic brand identity. We developed a cohesive brand system across their product ecosystem, designed their website, and built their social media strategy. With those foundations in place, we developed a go-to-market strategy to launch the brand and its products.
main goal
Build a go-to-market foundation that transformed a technology product in a complex industry like customs, into a clear and accessible market message, while positioning Aduanapp as a modern leader in customs innovation.
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