Director of Brand & Customer Marketing at Contentstack

2020-2024

A strategy for customer-led growth

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 continues 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.

The ask

As Director of Brand & Customer Marketing, I was brought on to:

(1) Define the brand and its identity.  
(2) Craft cultural significance for the brand - beyond product truths.
(3) Activate its customer base into outspoken brand advocates
(4) Set up net-new thought leadership and customer marketing departments, leading both brand awareness 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 customers different and what are we fighting to do for them?

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

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

(4) Put it all together: The brand’s first-ever brand awareness campaign featuring, of course, our customers.

The results

1. 232% increase in branded search volume QoQ

2. 121% increase in organic traffic QoQ

3. +700 target accounts on site QoQ