campaign strategy
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B2B Selling Campaign
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Background
Challenge
As a leading online course platform, Thinkific had strong traction across the creator market and was looking to move upmarket and attract larger teams.
B2B features were available but needed to be positioned and promoted with a compelling narrative for larger teams. This campaign aimed to drive feature adoption for existing customers and demand generation for new prospects with tailored messaging.
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Strategy
Results
I developed a dual-track campaign structured around two distinct journeys:
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.
- 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.
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.
