Swayable GTM brain

category

market profile

• text: Advertisers need to select creative on its ability to lift favorability, consideration and purchase intent before committing media spend.
• text: Campaigns use randomized experiments to compare persuasive effects of alternative ads on selected populations; a published study analyzed 146 such experiments, with declared Swayable financial interests among authors.

personas

• title: Director of brand insights
  pains:

  • Selecting among expensive creative concepts before production and media commitments
  • Showing whether ads change consideration rather than just attract views
• title: Paid media or agency strategy lead
  pains:

  • Defending creative and influencer selection to brand stakeholders
  • Finding audience segments where an ad improves brand lift
• title: Advocacy campaign research director
  pains:

  • Knowing which messages persuade target voters rather than mobilize existing supporters
  • Choosing between ads under a fixed campaign deadline

icp

• text: Consumer brands in CPG, apparel, entertainment and technology with recurring ad and brand research budgets, including large brands such as New Balance and DoorDash.
• text: Advertising and influencer agencies serving multiple brands and needing repeatable pre-launch evidence.
• text: Political campaigns and advocacy organizations buying persuasion research for specific geographies and audiences.

message pillars

• text: Test whether creative changes opinions, not just whether people notice it.
• text: Move quickly enough to test during creative development.
• text: Adapt tests to the outcomes and audiences a team cares about.

objections

• objection: Are clicks or focus groups enough?
  response: Compare the test and control design and the lift in the actual outcome against current metrics on a live creative decision.
• objection: Will a test slow the launch?
  response: The pricing page advertises 24 hour results; confirm fieldwork timing and sample availability for the target audience.
• objection: Can a small test predict sales?
  response: Ask for comparable validation and uncertainty; a cited case reports sales lift but outcomes will vary.

competitors

• name: Zappi
  why: Consumer insights platform offering concept and ad testing.
• name: System1
  why: Tests ad creative using consumer response and benchmarks.
• name: Suzy
  why: Consumer research platform competing for brand insights budgets.

influencers

• name: James Slezak
  url: https://jslez.com/about
  why: Founder and CEO discussing causal measurement and creative effectiveness.

keywords

• creative pre-testing
• ad effectiveness testing
• brand lift research
• message testing
• advertising persuasion measurement
• consumer concept testing
• campaign ad testing

voice

• Evidence-led
• Persuasion-focused
• Commercial and outcome-oriented

signals

• text: A brand is preparing a campaign refresh and comparing multiple messages or ad variants.
• text: An agency is scaling influencer campaigns and must prove which creators improve brand lift.
• text: A political campaign is commissioning audience-specific ad tests ahead of media buys.

pricing

motion

channels

• SEO
• case studies
• webinars
• industry events

confidence

Founders

• name: James Slezak
  title: Founder/CEO
  role: CEO
  bio: James is Founder and CEO of Swayable. He was previously Executive Director of Digital Strategy for The New York Times. Before that, he was a founding partner at Purpose.com, a consultant at McKinsey, and co-founded Peers.org, working closely with the founders of Airbnb. Originally from Australia, James earned a PhD in experimental physics at Cornell, with discoveries published in Science, Nature, and PNAS, and also studied economics under World Bank Chief Economist Kaushik Basu.