Building a successful Go-to-Market motion for Clue’s new B2B2C product
The Opportunity
Clue is a leader in science-based period-tracking, trusted by more than 10 million people and certified as a CE-marked Class I medical device. In early 2025, the executive leadership team decided to take that consumer credibility into the Partnerships space. They asked Citadelle to help build Clue @Partnerships, an offering that would help employers tackle the €150 billion in lost productivity linked to unmanaged menstrual and menopause symptoms, as well as bring Clue into new territories, such as workplace benefits, health insurance and femtech wearables.
Our brief was to:
Turn Clue’s 26 billion data points into a value story employers would buy
Build a repeatable growth engine fast enough to show real traction before the next investor update
Keep head-count and spend lean by working as an extension of the team, preparing the ground for the new Commercial Leader ahead of them joining the team
Process
1.Crafting the Workplace Cycle Care narrative
Audited the market and framed Clue @Work as the simple way for companies to tackle cycle-related productivity loss, estimated at more than $150 billion a year
Produced role-specific decks and one-pagers for benefit aggregators, insurers and enterprise HR leads.
2.Activating the growth engine
Built a dual-track GTM: outbound sales kits plus in-channel demand (events, webinars, partner one-pagers).
Ran two ten-day outreach sprints that moved five cold prospects to warm proposals, including fintech leader Klarna.
Set up a lightweight CRM, live KPI dashboard and pilot-programme playbook so the Clue team could keep velocity high after hand-over.
3.Building LinkedIn momentum
Launched a weekly posting cadence across five executives, each with a clear “voice map” targeting HR buyers, policy shapers, investors and beyond.
Supplied ready-to-post carousels on milestones like 1 million paid subscribers and partner spotlights (e.g. Oura, HEKA) to spark engagement and inbound DMs.
All of this was delivered on a 2-days-per-week retainer, flexing up only for pitch-deck deadlines and pilot-kick-off weeks.
The Result
37 qualified leads and a €2.5 million forecast pipeline within 16 weeks.
Five large contracts secured.
Early pilots confirmed with HEKA and Wellhub; eight additional proposals in market.
Executive LinkedIn engine live and handed over with content calendars, templates and performance dashboards for the team to run solo.