FiscalNote Bundle
How does the company reach its customers?
A strategic pivot in early 2025, marked by divestitures and the launch of its AI-driven PolicyNote platform, has redefined the company's market approach. This move is key to its ongoing expansion and profitability in a competitive landscape.
The company's initial strategy focused on gathering and analyzing legislative, regulatory, and geopolitical data to assist organizations in managing government-related risks and opportunities. This vision has evolved significantly since its inception.
What is the sales and marketing strategy of the company?
The company's go-to-market strategy has evolved from its early days. Initially, it relied on aggregating and analyzing legislative, regulatory, and geopolitical data to help organizations manage government risk and opportunity. This approach has shifted towards a more product-led growth and operational efficiency model, particularly with the introduction of its AI-powered PolicyNote platform. The sale of subsidiaries in early 2025, such as TimeBase for $6.5 million and Oxford Analytica and Dragonfly for $40 million, highlights a commitment to focusing on its core offerings and improving its financial standing. This strategic pruning is expected to bolster its position in the policy and regulatory intelligence sector. The company has reaffirmed its 2025 revenue guidance at $94–$100 million, with adjusted EBITDA projected between $10–$12 million, signaling confidence in its refined business model and FiscalNote Porter's Five Forces Analysis.
How Does FiscalNote Reach Its Customers?
FiscalNote's sales strategy is built around a direct sales force that engages with a broad spectrum of clients, including corporations, legal entities, and governmental bodies. This direct approach is fundamental for a business-to-business software-as-a-service provider specializing in complex policy and regulatory information. The company's online presence also serves as a significant channel, allowing prospective customers to learn about its offerings and schedule demonstrations.
Direct Sales Force
FiscalNote relies heavily on its direct sales team to connect with its diverse client base. This team is instrumental in navigating the complexities of selling policy and regulatory intelligence solutions to B2B clients.
Online Discovery and Engagement
The company's website acts as a crucial online touchpoint. It's where potential customers can explore FiscalNote's services and initiate contact for product demonstrations.
Shift to Product-Led Growth
FiscalNote is transitioning its sales strategy from an acquisition-focused model to one emphasizing product-led growth. This involves deepening engagement and expanding offerings within its existing customer base of over 4,000 clients.
Strategic Partnerships
The company also utilizes strategic alliances to broaden its market reach. An example is the May 2024 distribution agreement with Creolytix, targeting smaller and medium-sized businesses in Europe.
The company's business strategy has evolved, with a notable pivot towards product-led growth and enhancing customer value through cross-selling, upselling, and retention efforts. The introduction of the AI-powered PolicyNote platform in January 2025 is a cornerstone of this new direction, designed to unify data and boost customer interaction. This is anticipated to drive improved organic revenue growth in 2026. FiscalNote projects a return to Annual Recurring Revenue (ARR) growth in the latter half of 2025, fueled by the adoption of PolicyNote and more effective sales execution. This comes despite a slight decrease in Net Revenue Retention (NRR) to 93% in the first quarter of 2025, down from 96% in the prior year. Furthermore, FiscalNote is exploring innovative payment methods, such as stablecoins, for its international clientele. This initiative aims to simplify cross-border transactions and accelerate product-led growth in global markets, aligning with evolving regulatory frameworks. This strategic move reflects a forward-thinking approach to international expansion and customer convenience, as detailed in the Brief History of FiscalNote.
Key Sales and Marketing Initiatives
FiscalNote's go-to-market strategy is increasingly focused on leveraging its technology and existing customer base for growth.
- The launch of the AI-driven PolicyNote platform is central to its product-led sales approach.
- Enhancing cross-sell, upsell, and retention are key components of its customer acquisition and revenue generation strategy.
- Partnerships, like the one with Creolytix, are being used to expand market reach, particularly in new geographical areas.
- Exploring stablecoins for international payments aims to streamline transactions and support international growth.
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What Marketing Tactics Does FiscalNote Use?
FiscalNote's marketing strategy is deeply rooted in digital channels, aiming to build brand awareness and generate qualified leads for its B2B SaaS offerings. The company emphasizes content marketing as a cornerstone, providing valuable resources to establish thought leadership in the policy and regulatory space. This approach is central to its Marketing Strategy of FiscalNote.
Content Marketing Excellence
The company produces a range of resources, including webinars, detailed reports like 'The 2025 State of Advocacy Report', whitepapers, and insightful blog posts such as '4 AI Policy Developments to Watch Around the World'.
Leveraging AI and Data
FiscalNote utilizes its proprietary AI technology and data to create unique content and analyses. This not only enhances its search engine optimization (SEO) but also positions the company as a trusted authority.
Digital Advertising Focus
While specific paid advertising campaigns are not publicly detailed, the emphasis on AI-driven solutions suggests a strong reliance on digital advertising, including targeted ads on professional networking platforms.
Email Marketing for Engagement
Email marketing plays a crucial role in nurturing leads and disseminating product updates. This tactic aligns with the company's commitment to customer engagement and retention.
Data-Driven Product Enhancement
The continuous improvement of the PolicyNote platform, powered by AI for generating insights and streamlining workflows, showcases a data-informed approach to understanding and meeting customer needs.
Product-Led Growth
The product itself serves as a significant marketing tool, emphasizing intuitive design and rapid time-to-value. Innovations like the Tariff Tracker and 'Copilot For Policy' highlight this agile, AI-focused strategy.
Key Marketing Tactics and Initiatives
FiscalNote's marketing tactics are designed to showcase its technological capabilities and market expertise. The company's focus on AI-powered solutions and data analytics is a central theme across its marketing efforts, aiming to provide tangible value to its clients.
- Content Marketing: Distribution of webinars, reports, whitepapers, and blog posts to establish thought leadership.
- AI and Data Utilization: Creation of unique content and analyses leveraging proprietary AI and data for SEO and authority building.
- Digital Advertising: Targeted online advertising, likely on professional platforms, to reach its B2B audience.
- Email Marketing: Lead nurturing and communication of product updates to foster customer relationships.
- Product-Led Growth: Utilizing the product's features and user experience as a primary marketing asset.
- Agile Product Development: Rapid introduction of new features like the Tariff Tracker and 'Copilot For Policy' to address market needs and demonstrate AI capabilities.
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How Is FiscalNote Positioned in the Market?
FiscalNote has established its brand positioning as a premier AI-driven company focused on policy and regulatory intelligence. Its central message is about enabling organizations to effectively navigate government risks and opportunities by offering clarity on the intricate policies, individuals, and geopolitical factors that shape the current global landscape.
AI-Driven Policy Intelligence Leader
The company distinguishes itself through a unique blend of proprietary AI technology, extensive data resources, and expert analysis. This combination provides clients with unparalleled insights into government affairs.
Target Audience Appeal
FiscalNote attracts a diverse audience of financially literate decision-makers, including corporations, law firms, and government agencies, by promising innovation, reliability, and crucial insights.
Authoritative and Insightful Tone
The brand's communication style is authoritative and insightful, reflecting its essential role in guiding clients through complex legislative and regulatory environments.
High-Growth Sector Positioning
With an AI-powered platform serving clients in finance, energy, and healthcare, the company is strategically positioned within a rapidly expanding market sector.
Brand consistency is a key element, evident across its portfolio including PolicyNote, CQ, Roll Call, and VoterVoice, all operating under the unified FiscalNote brand. The company's commitment to attracting top talent and fostering a culture of innovation further solidifies its image as a leader in advanced technology and AI solutions. This dedication to excellence is reflected in its sustained profitability, achieving seven consecutive quarters of positive adjusted EBITDA, with projections indicating a doubling of adjusted EBITDA margins by 2025. This financial strength underscores its market leadership and brand credibility, demonstrating its ability to adapt to market shifts and competitive pressures through continuous investment in its core policy offerings and the introduction of new AI-driven features.
Unified Brand Identity
All products and services, such as PolicyNote, CQ, Roll Call, and VoterVoice, are integrated under the FiscalNote brand, ensuring a cohesive customer experience.
Talent and Innovation Culture
The company prioritizes attracting top talent and cultivating an environment of innovation and excellence, reinforcing its position as a technology leader.
Financial Performance Reinforces Credibility
Seven consecutive quarters of adjusted EBITDA profitability and projected doubling of margins in 2025 demonstrate strong financial health and market confidence.
Adaptability and Growth
Continuous investment in core offerings and the launch of new AI features show a proactive approach to market changes and customer needs.
Core Value Proposition
The brand's core promise is to empower organizations by providing transparency and actionable intelligence on government policy, people, and geopolitics.
Market Differentiation
FiscalNote differentiates itself through its proprietary AI, comprehensive data sets, and expert analysis, offering a unique solution for managing government risk.
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What Are FiscalNote’s Most Notable Campaigns?
Key campaigns are central to the FiscalNote sales strategy, driving customer acquisition and reinforcing its market position. These initiatives highlight the company's commitment to innovation and providing essential tools for professionals navigating complex policy landscapes.
PolicyNote AI Launch Campaign
Launched in January 2025, the PolicyNote campaign aimed to consolidate policy data into a single, AI-powered platform. This initiative focused on enhancing customer engagement and driving long-term growth.
Post-Election Toolkit Campaign
In late 2024, a campaign focused on an 'essential post-election toolkit' was deployed. This offered government relations professionals actionable intelligence for navigating post-election policy changes across key global markets.
PolicyNote AI Capabilities Highlight
The campaign emphasized PolicyNote's AI features, including an AI assistant, advanced alerting, and AI-driven bill forecasts. These capabilities are designed to provide users with predictive insights and streamline policy monitoring.
Product-Led Growth for PolicyNote
Product-led growth initiatives were a core component of the PolicyNote campaign. The platform's intuitive design and rapid time-to-value were leveraged as key selling points to drive adoption and engagement.
The success of the PolicyNote campaign is evident in its user adoption rates and engagement metrics. By June 2025, PolicyNote surpassed the legacy platform in daily active users, demonstrating strong customer resonance. The redesigned setup and onboarding flow significantly improved user experience, with the average time to first alert being 94% faster in PolicyNote. This enhanced user experience contributed to a nearly doubling of multi-year commitments in the corporate sector during Q1 2025 compared to the previous year, indicating robust market confidence and anticipated improvements in gross retention, a key aspect of the Target Market of FiscalNote.
PolicyNote User Engagement
PolicyNote's daily active users exceeded the legacy platform by June 2025. User activity, particularly the utilization of AI capabilities for generating insights, surpassed key benchmarks.
AI-Powered Forecasting
The campaign highlighted AI-powered bill forecasts as a critical feature. This capability provides users with advanced foresight into legislative developments, a key differentiator in the FiscalNote sales strategy.
Post-Election Intelligence
The post-election toolkit campaign offered comprehensive tracking and action capabilities for federal, state, and local policy. It also included in-depth EU policy analysis and stakeholder mapping.
Strategic Scenario Planning
This campaign provided strategic scenario planning tools to help professionals anticipate and respond to policy shifts. This aligns with FiscalNote's business strategy of offering proactive solutions.
Integrated Data and Expertise
The post-election toolkit campaign leveraged FiscalNote's combined data, analysis, and advisory expertise. This integrated approach reinforces its position as a go-to source for policy intelligence.
Market Confidence in PolicyNote
The significant increase in multi-year commitments for PolicyNote underscores market confidence. This growth is a direct result of the effective FiscalNote marketing strategy and its focus on delivering tangible value.
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