Pluralsight is trusted by 70% of the Fortune 500 to provide employees with courses and learning paths to develop technical and business-critical skills. But they were wrestling with a difficult challenge—how to improve inbound leads and generate more valuable demand for a mature B2B software company in a time of economic uncertainty? The Pluralsight team knew that their current marketing mix—a combination of traditional demand-generation channels like paid search and social and regular closed-lost analysis—simply wasn’t cutting it. To build a sustainable growth engine, they needed to get in front of more buyers earlier, to make it easier to guide them down the funnel, and, when they were ready to purchase, ultimately convert. With MNTN Performance TV, Pluralsight was able to use performance-optimized Connected TV (CTV) advertising to do just that.
Pluralsight Builds a Sustainable Pipeline Creation Engine With MNTN
We improved our spend-to-pipeline efficiency by close to 70% after making a conscious effort to expand our funnel. We were exhausting the bottom of our marketing funnel and realized we needed fresh contacts. MNTN made that possible.
Koji Takagi
Senior Director Marketing, Pluralsight
0%
Improvement in Spend-to-Pipeline Efficiency
0%
Growth in Inbound Demo Requests for a Mature B2B Software Company
0%
More Efficient Cost per Visit Than Target
0%
Higher Site Visit Rate Than Target
Objective
Increase Site Traffic, Demo Requests, and Spend-to-Pipeline Efficiency
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.”
Solutions
Related Case Studies
Gozney Drives Full-Funnel Growth and Other Piping Hot Results With MNTN
Gozney manufactures premium outdoor pizza ovens that bring professional-grade performance to home cooks. With high average order value (AOV) premium products that typically have a...
Style, Meet CTV: J.LINDEBERG and Maison MRKT Exceed ROAS Goal by 9x With MNTN
As an international brand for modern and aware consumers, J.LINDEBERG seamlessly bridges sport and fashion by combining sharp silhouettes with functional sportswear. Looking to expand...
The Perfect Performance Prescription: Jase Medical Increases ROAS by 47% With MNTN
Founded with the belief that everyone should have access to life-saving antibiotics, Jase Medical provides customizable medical kits containing physician-recommended medications for emergencies. As a...
Venus Et Fleur’s CTV Performance Blooms With MNTN Matched
Venus et Fleur is a luxury floral design company that specializes in long-lasting, customizable arrangements. With the marketing landscape shifting, they went looking for channels...
DonorsChoose and M+R Outperform ROAS Goal by 12x With MNTN Performance TV
DonorsChoose is a nonprofit organization (NPO) that helps public school teachers across the country crowdsource much-needed school supplies for their students, with a focus on...
Postman Breaks Out of the B2B Marketing Bubble, Finding Success on CTV with MNTN
Postman is a leading API development platform. One of their primary goals is to simplify each step of the API lifecycle and streamline collaboration so...
GoMacro and Cuker Produce Sustainable CTV Performance with MNTN
Founded in 2004, GoMacro is a mother-daughter owned, mission-led business that makes vegan and organic protein bars. In the crowded and competitive natural food space,...
Ad Agency AdParlor Saves The Day For Client’s Rebrand Campaign With MNTN
Like any good hero’s journey, this story starts with a challenge — and a longstanding health and beauty brand had a big one. The brand...
MNTN is the future of TV and direct-response advertising.
Learn how to better drive performance for your digital campaigns with this full-funnel solution.
Sign Up Now