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Case Study
Built a branded media engine that helped drive Emarsys’ $500M acquisition
Content Lead (W2) · 5 years · Built and scaled Marketer + Machine (podcast + resource hub + SEO + webinars + partnerships) to position Emarsys as the AI marketing automation leader and turn content into a demand engine.
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Organic traffic
+300%
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Pipeline
+20%
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Revenue
+34%
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ARR
$175M
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Problem
Emarsys was a solid mid-market SaaS with strong product-market fit, but limited brand gravity in the enterprise CX ecosystem. Growth was steady, not explosive, and the company needed stronger category positioning to compete with Salesforce, Adobe, and Oracle for larger, longer-cycle deals.
The goal was to build credibility, narrative authority, and demand infrastructure that made Emarsys feel like a serious enterprise player — not just a capable tool.
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Strategy
Launch Marketer + Machine as a full-stack content ecosystem that compounded across channels – podcast, SEO, gated assets, webinars, partnerships, email, and ABM – so Emarsys could own the narrative and convert attention into pipeline.
Key bets:
• A branded podcast featuring top marketing leaders
• A high-intent resource hub with gated assets (whitepapers, case studies)
• SEO-optimized pillar pages + editorial program designed to rank and convert
• Webinars + virtual summits to drive direct lead conversion
• Influencer partnerships for organic distribution
• Retargeting + nurture funnels to shorten sales cycles and warm ABM accounts
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Snapshot
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Role
Sr. Content Manager → Head of Content & Editorial
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Audience
Enterprise marketing leaders (CMO/VP Marketing/CRM), ecommerce + retail
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Partnered with
VP Marketing, Demand Gen, Sales, Product Marketing, Designers, Editors, External creators
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KPIs
Organic traffic, pipeline attribution, subscribers
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Result highlight
Scaled a content-led demand engine (+300% organic traffic, +20% pipeline, +34% revenue) that helped position Emarsys for a $500M acquisition by SAP.
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What I shipped
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#1: Editorial planning OS
Built a structured editorial calendar and production workflow so content shipped consistently and stayed aligned to pipeline priorities (SEO, campaigns, ABM, nurture).
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#2: SEO pillar blog program
Wrote and scaled high-intent content designed to rank, educate, and convert. Built durable pages that worked across search, email, paid retargeting, and ABM enablement.
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#3: Marketer + Machine podcast
Launched and scaled a branded podcast featuring senior marketing leaders. Repurposed episodes into blog posts, clips, and social assets to multiply distribution.
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#4: Gated resource hub
Built a conversion-focused content library (ebooks, guides, case studies) to capture high-intent demand and support long-cycle enterprise evaluation.
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#5: eBooks + whitepapers
Produced flagship gated assets used as paid + ABM destinations and nurture fuel. Built to convert, not just educate.
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#6: Webinars + virtual summits
Produced webinar programming that converted directly into leads, then repurposed sessions into evergreen assets for nurture and sales enablement.
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#7: Influencer distribution
Secured organic distribution through partnerships with respected marketing voices – turning content into borrowed trust for enterprise buyers.
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Results
Built a compounding branded media system that increased demand, strengthened enterprise credibility, and supported growth through acquisition.
| Outcome |
Impact |
| Organic growth |
+300% increase in organic traffic through SEO + editorial systems |
| Pipeline attribution |
+20% pipeline attributed to content + nurture + ABM enablement |
| Revenue growth |
+34% revenue growth to $175M ARR over 5 years |
| Strategic outcome |
Helped establish Emarsys as an AI marketing leader ahead of SAP’s $500M acquisition |
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Transferable playbook
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Build a branded media property that can carry the category narrative for years.
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Ship a single content system that fuels SEO, campaigns, ABM, and nurture at once.
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Repurpose aggressively: one interview becomes posts, clips, emails, and enablement.
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Treat content like a revenue channel with measurement, iteration, and accountability.
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Emarsys wasn’t a hypergrowth company. SAP bought it because it filled a product gap in their CX stack. Buyers pay for gaps, not vibes.
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Marketing supports the business, but wealth and leverage come from valuations, multiples, and M&A decisions.
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