Case Study: Contentful achieves optimized marketing performance and product design with Segment

Contentful Uses Segment to Optimize Marketing Performance and Product Design

Contentful is an API-first content management backend that delivers structured content for developers. As a fast-growing B2B SaaS startup based in Berlin, the company struggled with fragmented data and messy analytics—developers had difficulty keeping tracking aligned with a rapidly evolving product, making it hard to measure and iterate on marketing, signup flows, and the in-app experience.

By implementing Segment’s single API and broad integrations, Contentful centralized and cleaned its event data, making it accessible to marketing and product teams without code changes. The result: over 5 million tracked API calls per month, streamlined analytics-driven decisions, avoidance of a costly signup overhaul, faster marketing experiments (e.g., deploying advertising pixels without developer help), and growth to 300+ paying customers with Gartner recognition.

Contentful

Sascha Konietzke

Co-Founder and CEO