The partnership isn’t just a badge. It’s a signal that what. has the platform expertise, the certified knowledge, and the track record to help clients build marketing systems that actually perform.

What the Mailchimp Pro Partner status actually means

The Mailchimp Pro Partner designation is the highest tier in the Mailchimp partner programme. To reach it, an agency needs to hold Mailchimp Academy certifications – covering platform foundations, email automation and/or email marketing – and demonstrate consistent, advanced work across client accounts.

In practice, that means what. AG can now support clients with:

• Marketing automation and personalised customer journeys
• Advanced audience segmentation and behavioural targeting
• CRM integration and data synchronisation
• Performance reporting and campaign optimisation

It also unlocks direct access to Mailchimp partner managers, priority support, and early access to new platform features. For clients, that translates to faster problem-solving and better results.

Who are we?

Founded in 2015, what. AG is a Swiss digital agency that helps organisations transform their marketing through strategy, creative, and performance. The team combines marketing technology, data, and design to drive measurable business growth.

The focus has always been on building marketing systems that scale – not one-off campaigns, but structured approaches that connect the right message to the right audience at the right time. The Mailchimp Pro Partner status fits directly into that philosophy.

Why marketing automation is worth taking seriously

Email marketing has shifted significantly. The days of blasting a newsletter to your entire list and hoping for the best are largely over – at least for organisations that want to grow efficiently.

Today, the most effective email programmes run on automation. That means welcome sequences that onboard new leads, re-engagement flows that win back dormant customers, and triggered messages that respond to real behaviour – not just a calendar date.

This kind of digital marketing automation allows organisations to personalise communication at scale, nurture leads over time, and free up their team from repetitive manual tasks. The result is a marketing engine that runs in the background and consistently delivers.

Mailchimp is a strong platform for exactly this – particularly for small to mid-sized organisations that want robust automation without the complexity of enterprise-level tools. But getting the most out of it requires knowing the platform well. That’s where certified expertise makes a real difference.

What this means for organisations in Switzerland

Switzerland doesn’t have a shortage of agencies that claim to “do Mailchimp.” What’s rarer is certified platform expertise combined with strategic thinking about how email fits into a broader growth model.

As a Mailchimp Pro Partner, what. can help clients move from basic newsletter sends to fully integrated marketing programmes – connected to CRM data, segmented by behaviour, and measured properly. Whether you’re starting from scratch or trying to improve an existing setup, the gap between “email goes out” and “email drives revenue” is usually a strategic one, not a technical one.

If you’re unsure where your current marketing stands, a growth strategy assessment is a good place to start.

What comes next

Data-driven marketing and automation aren’t going anywhere. If anything, the expectations from customers – and the tools available to meet them – are getting more sophisticated every year.

what.’s goal is straightforward: help organisations turn Mailchimp from a sending tool into a long-term growth engine. That means smarter segmentation, better automation, and marketing that’s actually connected to business outcomes.

If that’s something your organisation needs, we’d love to talk.

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What is the right go-to-market strategy for a startup? 

Most startups opt for one of the two conventional go-to-market strategies. In the ecommerce context, the strategy relies on communication and marketing, which typically leads to high budgets invested in building awareness, sparking interest and finally generating sales. The B2B startups apply ‘sales-led’ go-to-market strategies, which requires lead generation and, ultimately, it results in someone talking to the customer to sell the product. Product Led Growth (PLG) companies put the product at the centre of all sales efforts and the product itself becomes the key lead or sales magnet. They educate and convert buyers with the product itself.  

Figma case study

Figma, acquired by Adobe for $20 billion, implemented the PLG strategy by making its collaborative design software available to designers, while offering premium features and increased collaboration capabilities for larger enterprises through paid plans. The large user base of individual designers fuelled the expansion of usage and drove upsells within their organisations – without sales agents.

Limitations of the conventional methods

87% of adults are annoyed by social media advertising, both in business and private settings. As investments in online media increase, engagement with online ads drops. This means marketing is getting more expensive. Moreover, research shows that all types of buyers prefer to self-educate rather than learn from the sales representatives. 

Advantages of PLG as the Go-To-Market strategy 

#1 Creating a better product becomes the priority – As Paul Graham put it “The more it costs to sell you something, the more it will cost you to buy it.” PLG companies put all their efforts to improve the product, which is ultimately what matters most to the end consumer.

#2 More engaged customers – PLG is a bottom up approach, where users educate themselves and decide independently if they want to use the product. This creates a closer alignment and engagement from the beginning of their experience and they are less likely to abandon the product. 

#3 Better user experience – Prospects and potential customers receive value quickly, as they are able to experience a key outcome of the product without any assistance. Rather than focusing on content consumption or marketing, in PLG the only focus is to reduce the friction in the user experience from the start. 

#4 Lower investment in sales & marketing – PLG companies operate a leaner marketing and sales operation, their mindset is focused on the product and not on paying for brand awareness or leads. 

New types of buyers welcome PLG

The evolution of customer behaviour means that customers no longer have to rely on the official marketing materials, sales reps or brands to educate themselves. Brands have less control over how customers receive information about their products. Organisations have to feed in PLG principles in order to create an efficient inbound sales funnel, which isn’t purely dominated by the centralised marketing communication or sales machine. 

“Whilst the PLG playbook is still being written and there is no ‘one size fits all’ solution, we’ve successfully applied PLG principles to all companies. PLG doesn’t replace sales led or conventional marketing, but it enhances the funnel to adapt to the new reality. We continue to experiment and innovate to find the right formulas for growth.” says Luke, Growth Lead, Founding Partner at what. AG

Companies applying PLG

what. AG is the leading Swiss growth and development company that has made the PLG approaches and principles one of its cornerstones. You can learn about our growth strategies and PLG on our website.

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Indeed, if you were used to Universal Analytics, with the introduction of GA4 everything has changed. All reports and report collections have different names and sometimes different data collections. For example, the page report will no longer show you the URLs but the page titles instead.

As you begin to navigate GA4 or read this article, you may be wondering if there is a way to create reports that look like what you used to see in Universal Analytics (UA)? The answer is YES with a little work and knowledge of how GA4 works.

Create your own custom reports

Indeed, the solution to this question is that the Reports section is customizable. For this, you will need administrator access and to get your hands on custom reports by understanding the dimensions and metrics that apply together and knowing the new names for some of them in GA4.

To customize your reports in GA4, go to the library in the Reports section (bottom left of the page):

You will arrive on this page where you can customize your reports:

How to create a custom report that looks like Google Universal Analytics (UA)

By clicking on “+ Create new report”, you will be able to choose between creating an overview report or a detail report and you will see that it is possible to create custom reports from either a blank report or a template.

From here you will be able to create the reports you used to see on Universal Analytics (UA) and choose the corresponding metrics and dimensions. You can find here a list of the main metrics and dimensions with their name in Google Universal Analytics and their correspondence in GA4:

Be aware, however, that the view is still limited as the report format is still the same, i.e. a section with two charts followed by a section with a table.

Here is an example of what one of the Source/Medium report recreated in GA4:

Our solution

At what. we offer all our clients a customized reporting package (what. Insights) which we put in place after implementing GA4 in order to keep an overview of all the data collected and continue to enable decisions to be made on trusted data.

If you also need help with the implementation of GA4 and the creation of custom reports, please contact us and we will be happy to help you with the implementation.

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