PROJECT: B2B SELLING CAMPAIGN
From Feature Launch to Revenue: Positioning Thinkific for B2B Selling
role
Campaign Lead
(strategy, execution, cross-functional alignment, reporting)
scope of work
- Product marketing
- Demand gen
- Lifecycle
- Sales enablement
1,900+ content downloads
1,600+ webinar registrations
215% above target trials
2x GMV through adoption
Situation
Thinkific had strong traction across creators and learning programs, but there was an opportunity to expand into more advanced, revenue-generating use cases. B2B selling features like Group Orders and Invoicing were available, but they weren't clearly positioned as a path to revenue growth, which limited both adoption and market perception.
Challenge
Position a set of product features within a compelling narrative that resonated across multiple audiences: academies scaling B2B revenue, professionals managing learning programs, and upmarket prospects exploring new revenue streams. This meant balancing feature adoption for existing customers with demand generation for new prospects, while tailoring messaging across different levels of customer maturity.
Strategy
- Acquisition: Introduce B2B selling as a growth opportunity for new prospects
- Adoption: Activate existing customers by repositioning features as tools to scale revenue
Rather than positioning this as a purely feature-level campaign, the strategy focused on expanding Thinkific's value narrative from course delivery to revenue generation. The campaign aligned content, lifecycle marketing, web, webinars, and sales enablement under a unified GTM approach.
Execution
- Content & lead generation:
Two targeted guides tailored to acquisition and adoption audiences - Webinars:
Two campaign-aligned sessions driving engagement and mid-funnel conversion - Lifecycle marketing:
Segmented email journeys and nurture flows - Web & CRO:
Solutions page, campaign landing pages, and conversion pathways - Sales & CS enablement:
Messaging, playbooks, and assets to support adoption and pipeline - Cross-functional leadership:
Partnered across Content, Product Marketing, RevOps, Sales, CS, and Web teams
RESULTS
This campaign validated B2B selling as a real growth lever for Thinkific.
It doubled Group Orders GMV and generating trials at more than twice the target. The approach I built here unified GTM execution across content, lifecycle, web, and sales enablement, became the template for how the team runs integrated campaigns going forward.
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About content marketing roles, strategic projects, and thoughtful collaborations in B2B and SaaS. I’m especially drawn to teams that are ambitious, building something that matters, and not afraid to do things differently.
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