Pluralsight Builds a Sustainable Pipeline Creation Engine With MNTN

Takagi was tasked with growing inbound demo requests and improving the spend-to-pipeline for a well-established B2B software company during a time of economic uncertainty. Traditional demand-generation tactics were effective at capturing existing demand, but Pluralsight was struggling to create new business opportunities. In his words, “We needed to increase our funnel. We needed some fresh contacts.”

Since 90% of B2B decision-makers buy from companies they knew at the start of the purchasing process, Takagi’s top priority became building out Pluralsight’s funnel to introduce the brand to more customers much earlier.

“I feel like most B2B marketers that have been in down economies when budgets are inevitably slashed end up seeing softness in the quarters that follow. Demos naturally stop coming in. We decided to start investing in MNTN because we needed to make sure that our brand became top of mind for people who would become bottom-funnel leads in the future.”

A seasoned veteran, Takagi recognized that the approach modern B2B marketers need to take to deliver consistent growth will be different from that of other stakeholders in their companies.

“The vast majority of our total addressable market isn’t searching for Pluralsight on Google. That’s just not the reality today. And we can’t be running a closed-lost play forever. Marketers need to be playing a different game than our counterparts. BDRs (and SDRs) think in terms of months. AEs think in terms of quarters and years. B2B marketers need to be thinking in terms of decades. We are trying to build a lasting brand. And we know that if we don’t make certain investments today, then our pipeline is going to struggle next year and the year after. That’s why we knew that investing in MNTN was going to be important.”