Entering enterprise territory with a new B2B strategy
Contentful’s content infrastructure enables teams to power content in any digital product. The fast-growing company initially found great success marketing to developers, but was ready to expand into the enterprise market. They enlisted us to create a scalable B2B demand gen engine that could be easily be transitioned to management by their in-house team.
To reach this new audience of digital leaders we partnered with Better Impact Marketing, whose team owned the implementation of marketing infrastructure and ABM strategy. Our team worked with Contentful to create a new marketing plan, crafting an overarching theme for enterprise campaigns to be used across an arsenal of reusable, targeted content. After that, we completed the following steps to build a strong foundation for Contentful’s B2B marketing:
- Implemented demand gen infrastructure using Salesforce and Marketo
- Developed a digital and content strategy
- Produced content to be used across multiple campaigns and platforms
- Launched several campaigns to generate new enterprise leads
Contentful now employs account-based marketing (ABM), a strategy that helps them manage multiple stakeholders for each prospective account. The infrastructure and campaigns we put in place has already delivered over $1M in enterprise pipeline, this allowed them to ramp up in the enterprise market quickly while still simultaneously hiring and onboarding a new VP of Marketing to take ownership of B2B demand gen after we finished the engagement.
Because Contentful felt it was important to retain a strong relationship with their primary audience of developers, all of our campaigns were highly segmented and did not detract from important developer-centric messaging on the website. We were able to publish their first ebook in just five weeks, another after eight weeks, and a third soon after, which proved key in building pipeline quickly.
Now the Contentful team has a clear picture of their enterprise sales funnel, a defined customer lifecycle, and criteria for qualified leads for the digital leader segment. We built a CMO dashboard where they track key metrics, put a scalable content engine in place, and implemented Marketo in order to hit their ambitious sales targets for 2018.