Pangolin Website

The Challenge

Humcommerce, a Magento-specialist agency, faced the classic problem of expertise trapped in a sea of sameness. Despite their strong delivery track record, their brand struggled to break through the clutter of lookalike offshore development shops.

Three core hurdles stood out:

Their positioning lacked differentiation in a commoditized eCommerce landscape.
They needed to speak the language of trust for discerning North American buyers.
Their website and identity failed to convey the full scale and strategic depth of their offering.

We were brought in to help them make a confident pivot from a backend tech vendor to a full-stack strategic partner for complex B2B digital commerce.

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Our Approach

The Clarity → Credibility → Conversion Loop

Clarity: What exactly do we solve and for whom?
Credibility: How do we prove it, quickly, at every touchpoint?‍
Conversion: How do we engineer the journey so only the right people convert

Execution

Strategic Brand Realignment

Conducted competitive narrative scans and persona interviews to decode how North American B2B buyers actually make decisions (risk mitigation, integration reliability, time-to-value).
Shifted from “Magento development expertise” to “integration-first commerce problem solving,” with messaging anchored in business outcomes (e.g., SKU complexity, PIM/ERP integration, conversion architecture).
Built detailed ICP profiles (Commerce Heads, CTOs, Procurement) and mapped their objections, and validation triggers. These informed the core messaging ladder and content pathways.

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Visual Identity System

Delivered a new hummingbird-inspired mark to encapsulate agility, intelligence, and precision.
- Beak Cut = Data Insight
- Wing Curve = Growth Trajectory
- Tail Gap = Subtle ‘C’ for Commerce

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Demand-Ready Digital Experience

Rebuilt the site architecture to surface strategic capabilities first by establishing use-case clarity (high-SKU catalogs, multi-system integration, custom checkout flows) rather than generic service buckets.
Optimized for category and intent keywords relevant to NA buyers (“B2B commerce agency,” “Magento integration partner,” “ERP/PIM eCommerce integration”) to improve qualified organic pull.

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GTM Toolkit for Sales and Marketing

Collateral Library: Built messaging guides, persona-specific pitch decks, landing page templates, and a brand voice manual to end ad hoc storytelling.
Channel-Ready Content: Developed LinkedIn-first content themes and email nurture sequences mapped to the messaging ladder, ensuring repeatable campaigns.

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Impact

Unified the Narrative

Achieved internal alignment on ideal customer profiles and GTM messaging, creating momentum across teams

Elevated Buyer Engagement

Improved website engagement with longer session durations and higher-quality inbound leads from target segments

Built for Scale

Established a strong foundation for scalable and efficient marketing without adding to internal team size

Repositioning humcommerce for the north american market

HumCommerce

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