BLVR  

PROJECT FOCUS: B2B, CONTENT MARKETING

Breaking Into Enterprise:
A Content Marketing Strategy That Drove Upmarket Growth.

At BLVR, shifting from mid-market sales to enterprise deals required a fundamentally different content approach—one that built authority, nurtured multi-stakeholder relationships, and accelerated complex buying cycles.

To drive this transformation, I developed a persona-driven, executive-led content strategy that positioned BLVR as a trusted advisor rather than a vendor.

The result? A 50% increase in enterprise deal size, two Fortune 500 contracts, and a 40% faster sales cycle.

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Strategy

My first stage was to begin with strategy. My goal was to ensure that any content we created aligned with how high-value buyers actually evaluate and select partners.

MY APPROACH:

  • Market & Competitive Analysis: Identified content gaps in competitor positioning and opportunities for differentiation.

  • Buyer Research & Journey Mapping: Mapped content needs at each stage of the buying cycle.

  • Persona Development: Created profiles for CMOs, CFOs, and strategy teams to tailor content to individual needs.

  • Content Architecture & Pillars: Defined the core themes and key assets required to move buyers through the funnel.

  • Messaging & Positioning Alignment: Developed consistent, strategic narratives that reinforced BLVR’s expertise.

  • Creative Differentiation: Worked with the creative team to create a unique look and feel that stood out from typical low-value content marketing.

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Snow-capped mountains with a small building in the foreground on a grassy hill, under an overcast sky.
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SEO-Optimized Thought Leadership

Enterprise buyers don’t search for vendors—they search for insights. So though leadership was key. But it was important to not treat this as an exercise in ranking for keywords but rather, owning high-intent searches that aligned with real enterprise challenges.

MY APPROACH:

  • SEO Research & Keyword Discovery: Used SEMRush/Google AdWords to identify low-competition, high-intent, enterprise-focused search queries.

  • Topic Strategy: Focused on decision-maker priorities. (e.g., “How to Future-Proof Brand Positioning in Competitive Markets”)

  • Content Structure: Built a content architecture structured for search visability & engagement. Built pillar-cluster models with cornerstone articles and supporting articles that drove domain authority and topical relevance.

  • Thought-Leadership Positioning: Incorporated trusted research, case studies, and trend analysis to establish BLVR as a trusted thought-leader.

  • SEO Optimization: Used on-page SEO tools to refine keyword integration, meta descriptions, headers, and content readability for search performance.

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Scenic view of a modern house on a grassy hill with snow-capped mountains in the background under a cloudy sky.
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Whitepapers & Lead Magnets

A high-value relationship requires higher value content. I knew white papers were important lead magnets but every gated asset needed to be an essential resource—not a fluffy sales brochure. I made sure that each gated asset was a strategic resource that justified our customers time and trust.

MY APPROACH

  • Strategic Assets: Worked with copywriters, or wrote myself high-impact whitepapers, executive briefings, and other sales enablement materials tailored to the needs of C-suite buyers.

  • Content-Driven Lead Qualification: Built gated content sequences that triggered progressive profiling and lead scoring, helping priortize SQLs.

  • Testing & Optimization: A/B tested landing pages and lead capture forms to optimize for C-suite-level conversions, reducing drop-off rates.

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Landscape with snow-capped mountains and a modern building on grassy hills.
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Modern wooden house with stone steps in mountainous landscape at sunset

Multi-Channel
Amplification

A multi-channel distribution strategy was essential to ensure that content reached enterprise decision-makers across high-value touchpoints. I selected a range of channels that were well suited to establish industry authority, build trust over time, and drive sustained engagement.

MY APPROACH:

  • LinkedIn: Used LinkedIn Lead Gen Ads & Retargetting Ads to drive high-intent traffic directly to whitepapers and reports, ensuring enterprise executives saw value-driven content in their feed.

  • Testing & Optimization: A/B tested carousel insights, video snippets, and interactive reports to optimize engagement. Iterated ad creative based on click-through and conversion rates, refining messaging for enterprise audiences.

  • PR: Worked with a PR agency to create a content syndication strategy. Repurposed key insights into earned media, podcast interviews, and trade publications, ensuring BLVR’s perspective reached the right circles.

  • CEO-Amplification: Secured specific media appearances, guest articles, and podcast discussions to position CEO as an authority in brand strategy.

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Snow-capped mountains with a modern house in the foreground on a grassy hillside.
Modern wooden cabin with large window, set in a mountainous landscape.

Personalized Nurture Sequences

Enterprise sales cycles are long and require consistent, high-value engagement across multiple stakeholders. To support this, I worked with our team to develop personalized email nurture sequences within HubSpot CRM, ensuring we could educate, influence, and build trust at every stage of the buying journey.

  • Role-Specific Content Streams: Built personalized nurturing tracks for different roles wihtin the buying committee.

  • Progressive Messaging Frameworks – Early-stage messaging focused on thought leadership and industry trends, mid-funnel content reinforced credibility with case studies and client success stories, and late-stage messaging highlighted ROI, team introductions, and conversion-driven CTAs.

  • Automation & Behavioral Triggers – Leveraged engagement-based triggers to deliver dynamic content based on previous interactions, ensuring continuous relevance and deeper engagement throughout the sales cycle.

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Modern wooden house with stone patio and mountain view.
Modern wooden cabin with large window in mountainous landscape

Results

+50%

2

300%

Results

Increase in average contract value (ACV)

Fortune 500 contracts won in 6 momths

Increase in website sessions

Long-form, data-backed content that ranked for