dotCMS
dotCMS is a hybrid CMS that helps teams manage content in one place and publish it across websites, apps, and other digital experiences.
With a marketing leader who had spent nearly two decades at the company, dotCMS had deep knowledge of its market and customers. The challenge wasn't understanding the business. It was building a demand generation approach that could consistently turn that knowledge into higher-quality opportunities.
High-Intent Demo Requests
6 Months In
Drop in Lead Quality
6 Months In
the problem
dotCMS had been in the market for nearly 20 years, but marketing wasn’t a core focus. When their new marketing leader came in, the team was running isolated campaigns without a unified strategy. In a space where differentiation is everything, that approach wasn’t sustainable.
“We were engaging in random acts of growth marketing,” they said. “We needed a partner with the expertise to help us start fresh.”
the work
Refine Labs stepped in and didn’t just start pushing ads. The team helped dotCMS reset its entire demand generation approach. They focused on the fundamentals first: cleaning up reporting, fixing paid media targeting, and rebuilding the inbound engine.
“They brought a modern, data-driven approach to B2B marketing that was both logical and forward-thinking,” said the marketing lead.
Refine also stood out in a few key ways:
High-Intent Demo Requests
6 Months In
Drop in Lead Quality
6 Months In
the RESULTS
The results were immediate and measurable.
Inbound demo requests doubled in six months. More importantly, the quality went up.
“These leads were highly qualified and fit our ICP,” said one sales engineer who had been with dotCMS for almost two decades. “I’ve never seen such high-quality leads come through our inbound channel.”
This wasn’t just about generating more leads. It was about building a repeatable, scalable demand generation engine capable of producing the right opportunities.
”
“Working with Refine Labs, we were able to establish the structure we needed for long-term success. We saw our inbound demo requests double without any dip in quality. Most importantly, these leads were highly qualified and fit our ICP. As one of our sales engineers, who’s been with dotCMS for nearly two decades, put it: “I’ve never seen such high-quality leads come through our inbound channel.”
Victoria Burt
dotCMS
·
Director of Marketing
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