Contentful, the leading content platform for digital-first business, helps over 30% of the Fortune 500 and thousands of brands around the world create and manage digital experiences for their customers at scale.
We launched a robust multi-channel campaign spanning across paid search, paid social, native, programmatic display, video, and content syndication. Maximizing the investment in paid search would help scale lead volume while maintaining high MQL conversion rates (upward of 25%), while expanding to new channels like YouTube and Instagram would help build the funnel up and out, increasing our digital footprint and growing brand awareness.
The campaign framework was segmented by objective, geography (AMER, EMEA Tier 1, EMEA Tier 2, EMEA Tier 3, etc.), channel, and targeting tactic, resulting in a total of 78 campaigns. Target account penetration remained a priority for Contentful, but account-based targeting is not natively supported by many channels, including programmatic display or even Facebook. To combat this, NP Digital leveraged Versium Reach to match back contacts from Contentful’s target accounts to persona groups based on job title and function. These audience lists were then uploaded into the ad platforms to enable ABM strategies across channels that would not otherwise support this type of targeting tactic.
The content strategy was informed by NP Digital’s content matrix, which mapped out the creative needs of each persona by channel, ad format, messaging theme, and CTA. To further ensure Contentful’s audience was met with creative and content that resonated with their personas’ needs, NP Digital deployed a unique retargeting strategy for each of Contentful’s key personas: Digital Leaders, Orchestrators, Strategists, Creators, and Developers. This process began with an analysis of the top performing landing pages relevant to each user segment, from which unique retargeting audiences were built.
Organic search for the win, becoming the number one traffic driving channel and the largest contributor to traffic in under 12 months.
CAMPAIGNS LAUNCHED IN 40 COUNTRIES
INCREASE IN LEAD VOLUME
INCREASE IN CONVERSION RATES
“The rapid growth Contentful has experienced in the past 2+ years is overwhelming at times, and NP Digital has been alongside every step of the way. Together, we have been able to ensure the output and the strategy behind our demand gen efforts are able to scale along with the needs of the business.”
Adobe 
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