CASE STUDY / 01
DRAUP · B2B INTELLIGENCE
A clearer strategy.
A stronger pipeline.
Connecting content, channels, and the buyer journey to turn fragmented marketing into high-intent demand.
Senior B2B Growth & Content Specialist
Content strategy · Buyer research · Funnel design- QoQ growth in
high-intent pipeline - 380%
- Top-of-funnel
revenue - $2.5M
01 / THE DIAGNOSIS
Busy channels.
Disconnected journeys.
Draup had plenty of content in production. The missing piece was a shared direction.
The problem
LinkedIn and the blog were telling different stories. Advertising sent prospects straight from an ad to a landing page, without a clear sequence of content to support the stages of a buying decision. Each channel was active, but the experience between them was fragmented.
What I found
The misalignment began upstream. A calendar decided by a small leadership group was standing in for a long-term content strategy. The team had a schedule, but no shared framework connecting its work to business priorities. Limited understanding of the buyer journey also meant that channels lacked a clear purpose within the funnel.
02 / WHAT I CHANGED
One direction.
Clear ownership.
I worked with the editorial lead to establish a quarterly strategy process and make that direction visible in the team’s everyday work.
A week of strategy. Every quarter.
We dedicated one week every three months to content strategy. This gave us time to agree on priorities, connect channels, and plan beyond the next set of publishing dates.
Turn priorities into responsibilities.
We broke the strategy into projects and specific tasks, with named owners for distinct areas of content. Accountability became part of delivery, giving each contributor a clear view of the work they were responsible for.
Keep execution connected to the plan.
A shared Trello Kanban board brought tasks, strategy, and OKRs into one view. The team could track progress against the priorities the content was meant to serve and coordinate work across channels.
The strategy became a working system: a common direction, visible responsibilities, and a shared place to track execution.
03 / REDESIGN THE FUNNEL
Understand the buyer.
Then build the path.
With the team aligned, we spent three months studying how buyers made decisions and engaged with the business.
Client interviews
Conversations with clients revealed what they wanted to understand and what mattered as they evaluated a decision.
Website & content behavior
Site journeys and content engagement showed how buyers explored the business and responded to its messages.
A clearer buyer journey.
A funnel shaped around it.
We brought those insights together to understand the buyer’s needs at different points in the journey. That understanding guided a redesign of the funnel, with a more deliberate role for content and channels at each stage.
Content planning and funnel design now worked from the same view of the buyer. The team could build a coherent path from initial interest toward a more informed, higher-intent conversation.
04 / THE RESULTS
Alignment translated
into commercial impact.
- High-intent pipeline
- 380%
- Quarter-over-quarter growth in high-intent pipeline.
- Top-of-funnel revenue
- $2.5M
- Top-of-funnel revenue from the engagement.
05 / WHY IT WORKED
The value was
in the connections.
A clearer next step.
Buyer research gave the funnel a purpose at each stage. Content could address the question a prospect was ready to ask and support the next decision in their journey.
A consistent story.
Content alignment made the experience coherent across channels. Buyers encountered messages suited to their stage of the journey, while the team worked toward shared commercial objectives.
Strategy gave the team direction. Buyer insight gave the funnel purpose. Connecting the two helped turn content activity into pipeline growth.
YOUR NEXT CHAPTER
Make your content
work together.
If your channels are busy but the buyer journey feels fragmented, let’s connect the strategy, the content, and the next step.