Research kick-off. In the first two months the team ran 40 in-depth interviews with retail and e-com leadership — before the product officially launched.
How Bridge CA ran 60+ C-level discovery interviews for an A/B testing platform, designed two new products from the findings, organized an industry event — and closed the first contracts in 3 months, beating the pipeline target by 50%+.
The client runs a personalization platform for e-com and retail — websites, mobile apps, the full stack. When the product team decided to launch two new lines — an A/B testing tool and a consulting service — the standard questions hit immediately: who's the buyer? what price can the market bear? how do you stand out when Western incumbents just left and local players are rushing in?
The A/B testing market across the CIS was in flux: major foreign platforms had exited, leaving a gap that local teams were scrambling to fill. The opportunity was real — but without hard data on demand, willingness to pay, and the competitive map, any launch was essentially a guess.
The internal asks were all over the place: investors needed a capital model and a return timeline; the CPO wanted feature prioritization; marketing needed market sizing and a positioning angle; sales needed pricing benchmarks and a competitive edge. Bridge CA ran one research program to answer all of it.
Research kick-off. In the first two months the team ran 40 in-depth interviews with retail and e-com leadership — before the product officially launched.
Bridge CA made an unconventional call: don't launch and sell — run the research first, then go to market with data. That one shift changed the tone of every first meeting. Instead of a pitch, prospective buyers got findings about their own industry. The conversation started differently.
Every question in the interview guide was tied to a specific decision that needed to be made: which segment to prioritize, what the market would pay, how to position against competitors, which features belonged in v1, and what actually drives procurement. This wasn't a listening tour — it was an analytical instrument built to produce actionable outputs, not a slide deck of quotes.
The respondent pool included CEOs, CPOs, CMOs, and Sales Directors from major retail and e-com companies. The script used structured quantitative questions — scale ratings, ranked criteria, scenario choices — so the output wasn't a collection of impressions but a statistically meaningful dataset. Large enough to make decisions from.
Once the data was processed, Bridge CA organized an offline event for senior leaders from FinTech companies, banks, and insurers. The framing was deliberate: not "we have a product to sell" but "we just ran the most comprehensive A/B testing market study in the region — come hear what we found." An invitation like that gets accepted. A sales meeting doesn't.
At the event, A/B Platform showed up as an industry authority, not a vendor pitching slides. The data created trust before a single pricing conversation happened — and several contracts were signed on the day itself.
The research also kept working long after the event: the data fed a content program — publications, webinars, conference talks — that drove organic inbound for months and made the pipeline self-replenishing.
The research paid back faster than any standard enterprise sales cycle would have. Three months from kick-off to signed contracts — no cold outreach, no months-long approval chains. By year-end, the pipeline had exceeded the original target by more than 50%.
Then there was the result nobody planned for: a second product. The data made it obvious that buyers couldn't run A/B tests without outside help — self-service wasn't a realistic ask for most teams. So Consulting was born: a UX/UI audit of the client's site, a hypothesis roadmap, and a dedicated specialist running experiments end-to-end. Not planned. Discovered.
And the research kept generating returns well after the event was over. The findings fed a content program — articles, webinars, conference appearances — that pulled in organic leads for months. The business is still running today.
For Bridge CA, this is the research-led GTM model in action: enter with data about the market, not a pitch about the product — and the first deals close faster, with less friction, at higher contract value.
Two Bridge CA partners led the engagement: Alexey owned the enterprise relationships and ran the C-level interview program, Ivan built the research methodology, shaped the product packaging, and produced the event.
17+ years in enterprise sales at SAP, Microsoft, and Salesforce. On this project — C-level access to retail and e-com leaders, discovery interviews, and closing contracts at the event.
10+ years, 30+ enterprise product launches in CIS/EMEA. On this project — research design, data analysis, product packaging for A/B Testing and Consulting, and offline event organization.
Bridge CA specializes in market-entry for B2B Enterprise IT companies in Central Asia — from discovery and product packaging to first contracts. Want to enter the market with data instead of a pitch? Get in touch.
Tell us about your product — we'll discuss how to run the discovery, package the findings, and close the first deals through an event.
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