Deliverables
- Content Audit & Strategy
- Field Marketing Strategy
- Product & Sales Collateral
- Event Planning
Results
- A clear, new narrative for the company
- Moved from 29th to 19th place on Google’s SERP for a highly strategic term in one month
- Treasure Data got acquired by Arm which strengthened their positioning in the market
Entering an emerging market
Treasure Data’s mission was to make sense of company data and turn it into actionable insights to deliver a competitive edge. But it had made some fundamental shifts:
- Product Evolution: moving into the new Customer Data Platform (CDP) space
- Target Buyer: from technical buyer in mid-market companies to Chief Marketing Officer of B2B enterprises
- Geographic Market: Japan-based, seeking to expand in the U.S.
Treasure Data needed to quickly and thoughtfully develop valuable, relevant content to this new market.
Armed with experts to build an effective content machine
Treasure Data’s marketing team had been generating content, but the strategy was still nascent. Since the product was revamped, basic product and sales collateral were needed. Of course, their team was busy wearing many hats working in a startup environment.
EM Marketing provided a strong team — a content strategist and project manager as well as a few fantastic writers. As the lead, Colleen McCarthy came in with a deep understanding of what kind of information C-level buyers need, having led marketing for other SaaS products. She also “gets” data, having worked in data management solutions firms. In addition, the writers had previous B2B enterprise experience, so they got up to speed quickly to create content efficiently.
Originally, the agreement was three-fold: 1) conduct a content audit; plan and execute a content strategy, 2) create a field strategy (to be executed by their internal team), and 3) plan and execute their first Customer Advisory Board meeting. Over the course of the three-month engagement, EM Marketing also helped drive positioning, test messaging with potential buyers, and build an effective “content machine.”
New narrative, strengthened positioning
With an experienced consultant, Treasure Data got clear on their new narrative. Leveraging a team of writers, they quickly and effectively produced content. A tight collaboration between Treasure Data’s SEO team and EM’s content team resulted in moving from 29th to 19th place on Google’s SERP for a highly strategic term — in just one month.
Coincidentally, Treasure Data got acquired by Arm which strengthened their positioning in the market. With a robust content strategy, they demonstrated that they could educate customers and grow as an organization. Head of Marketing Tom Treanor saw the value of EM writers who became CDP experts and kept the content engine running strong.
