Case Study: Writer fills buying group gaps with Pipeline360

How Writer Filled Buying Group Gaps in their Database

Writer, a full-stack generative AI platform, faced the challenge of evolving its marketing database to target new enterprise IT personas, as its existing data was primarily filled with mid-market content marketers. This created a buying group gap that did not align with their refined ideal customer profile. To address this, they partnered with vendor Pipeline360.

Pipeline360 implemented a content syndication and branded demand strategy to help Writer attract the right enterprise personas into their database. This solution, integrated with their martech stack, successfully filled the buying group gaps and nurtured leads. After eight months, the program generated a six-figure closed-won opportunity directly attributed to a lead from Pipeline360's content syndication.

Writer

Andrew Racine

VP of Demand Generation & Growth