Building a New Sales Channel for a BI Platform Provider

GoodData brought me on as their Head of Content at a pivotal point in their growth. Having built a solid brand reputation based on the strength of their business intelligence product, it was time to broaden their reach—shifting from a product-first marketing strategy to one focused on buyer needs.

Additionally, the company was experiencing long sales cycles and delayed time-to-revenue in its direct sales channel. By contrast, they were noticing increased interest from other SaaS companies, looking to embed and resell GoodData’s analytics capabilities within their own solution.

Ads, social media posts, emails, and more drove prospects to the landing page, where they were prompted to select one of 5 persona-based “players” to begin the experience, then answer 5 challenge questions related to how to monetize your data. With each question, they were offered an opportunity to learn more with a persona-customized eBook. I wrote more than 100 pages of copy for the 5 books, working with PMG to bring the designs to life (Easter Egg—note that the character designs match the stock photos on the covers!). Upon completing the game, prospects were offered a DataLand t-shirt in exchange for submitting their contact information.