• by OMMA Editors , September 12, 2021

Content platform Contentful launched a demand generation program targeting five customer personas across 16 channels and over 40 countries. It included paid search, paid social, native, programmatic display, video and content syndication, and aligned creative by persona and customer pain points. It also sought to nurture non-converters based on visits to select URLs. And Contentful used Google Marketing Suite to enable attribution across digital touchpoints. The result: a 159% increase in Q2 lead volume year over year, and a 23% improvement in sales-accepted conversion rates.