Branding & Demand Generation for a B2B SaaS: AI-powered Customs & Classification Software

Aduanapp entered the market as an AI-powered customs and classification software without a defined brand or go-to-market engine.

Over an ongoing engagement of approximately a year and a half, the focus has been to build trust and demand across Mexico, the United States, and international markets within a highly regulated and traditionally skeptical customs ecosystem.

The Challenge

Build credibility in a regulated, high-risk decision environment
Position AI as expert support rather than expert replacement
Generate demand across customs brokers and enterprise trade teams

Growth Approach

Event marketing as a primary trust-building channel
LinkedIn as the main inbound and educational platform
Email as the core nurturing channel
Website and content as the central credibility hub

The Strategy

Neutral, friendly brand positioning to reduce AI adoption fears

Clear product positioning as an expert-assisted classifier

Education-led content focused on merceology and classification accuracy

Consistent narrative across brand, product, and sales

What We Delivered

Brand & Product Positioning

Creation of a scalable product brand system under the Aduanapp umbrella
Positioning of Aduanapp Classify and other products as specialized, industry-ready solutions

Website & Content Foundation

Website built from scratch in Spanish and English for LatAm and international markets
Continuously updated website aligned with Aduanapp branding and product launches

Go-to-Market & Demand Generation

Event marketing activations across key industry events in Mexico
Demand generation through events and sales-driven marketing initiatives

LinkedIn & Content Strategy

Organic social content focused on education, industry updates, and sales messaging
Paid social campaigns on LinkedIn and Meta driving visibility, traffic, and lead generation