Brand Storytelling & DEMAND CREATION

Senior Director, Integrated Marketing at Contentstack

2020-2025

A strategy for punching above our weight

Contentstack started by disrupting a decades-old industry of enterprise software with highly usable, flexible, and scalable technology and quickly established itself as the new industry standard in content management systems. And more: the company continued to innovate, delivering industry firsts every year: the first AI-enabled CMS. The first CMS with built-in personalization. The first CMS with automation workflows integrating the entire technology stack.

The problem

In a super-crowded, commodity marketplace, with many players with deeper pockets than ours, standing out requires more than just a great product. It calls for a great brand. And when Contentstack became a fully-fledged DXP (digital experience platform), it entered into a new category of heavyweights, going up against industry giants like Adobe, Sitecore and Optimizely.

 

The ask

As Senior Director Integrated Marketing, I led a team of 16 to our goal of punching above our weight. That meant:

(1) Creative: Defining the brand and its identity.  
(2) Content: Craft cultural significance for the brand - beyond product truths.
(3) Customer: Activate its customer base into outspoken brand advocates
(4) Earned Media: Drive out-sized attention through PR and earned/influenced activation
(4) Campaign: leading all of brand awareness, pipe gen and install-base expansion

 

The solution

Building relevance as a brand starts with knowing what you stand for. And that’s why our approach became:

(1) Identifying what we believe in: what makes our brand and customers different and what are we fighting to do for them?

(2) Building a strong sense of community and belonging with our customers, and prospects, establishing ourselves as a trusted expert and partner

(3) Global rebranding + activating thought leadership storytelling, far and wide: from PR to podcasting

 

The results

  1. 232% increase in branded search volume QoQ

  2. 121% increase in organic traffic QoQ

  3. +700 target accounts on site QoQ

  4. +52% YoY Share of Voice achieved in Q1

  5. Best-ever pipe quarters in Q1 + Q2 FY25