BACKGROUND
This project was for a client in the B2B SaaS space entering the mid-market segment after establishing strong name recognition at enterprise level. The goal was to build awareness and credibility with an audience that had no prior relationship with the brand, generate inbound leads through organic search and content-led nurture, and give the sales team content that shortened the consideration phase with unfamiliar prospects.
I framed the strategy explicitly as a new market entry rather than a content refresh, because the brand needed to behave like a challenger in the mid-market segment even though it was an incumbent elsewhere. Three distinct personas were developed from sales interviews, competitor content analysis, and search behavior data, each with a different relationship to the buying decision and a different content need. Four content pillars were mapped to the buyer journey, with the third pillar, focused on helping evaluating managers build internal business cases, carrying the most conversion-oriented content in the strategy. The channel mix was built around organic as the primary engine, with LinkedIn leveraging the brand's existing enterprise following while deliberately shifting topic mix and tone toward mid-market buyers.
The result was a six-month content plan with quarterly lead magnets, a full KPI framework split into primary and secondary metrics, and a content governance structure with clear ownership and an approval workflow.
