Introduction
Zuora, a leading monetization suite for modern business, came to us with a challenge: their GTM strategy was evolving. They needed to shift from ungated to gated content to better engage high-value accounts.
We tightened their paid media strategy, sharpened targeting, and smoothed the buyer journey. Our work turned a GTM pivot into a high-performance growth engine.
Let’s get into it.
The Challenge
Zuora faced a tricky GTM shift: evolving their GTM strategy while operating with limited back-end data. They needed a partner to rebuild their MOFU and BOFU strategy from the ground up, ensuring their core audience remained engaged through the funnel without missing a beat.
Goal #1
Turn ungated content into high-value gated experiences that capture intent and fuel lead nurture
Goal #2
Dial in targeting with smarter audience mapping and precision segmentation
Goal #3
Streamline the buyer journey to keep key accounts engaged and moving toward conversion
The Solution
To tackle these challenges, we developed a GTM strategy tailored to Zuora’s unique needs. We reimagined their content strategy with hyper-personalized experiences and full-funnel retargeting to keep momentum strong. The GTM north star was a unified, data-led process to achieve their growth goals.
How we did it:
- Refocused on gated content that was uniquely relevant and personalized to the user’s journey and funnel stage
- Ran a deep dive on audience behavior: remapping segments and fine-tuning platform targeting for maximum impact
- Conducted a detailed content remapping exercise for a full funnel media execution
- Built robust retargeting campaigns to keep hand-raisers engaged and moving toward conversion
VP, Global Head of Marketing, Zuora
Partnering with ROI·DNA was transformative for our paid media strategy. They quickly understood our evolving go-to-market approach and the challenges of shifting from an ungated to gated content model. Their ability to optimize audience targeting and deliver hyper-personalized user journeys across the funnel resulted in a significant improvement in both lead quality and engagement. By integrating retargeting campaigns and remapping our content strategy, we were able to effectively nurture prospects at every stage. The team’s strategic insights and execution helped us create a more efficient, full-funnel approach that drove measurable results for our business.
The Results
With our team leading the charge, Zuora’s GTM strategy started driving real momentum. We helped them shift from ungated to high-value gated content and launched full-funnel retargeting campaigns to keep key accounts engaged and moving. By redefining their paid strategy and tightening audience targeting, we turned a fragmented approach into a focused growth engine.
increase in marketing opportunities
boost in conversions
increase in conversion rates
Zuora’s GTM engine isn’t just running, it’s built to scale, convert, and win. By aligning high-value content to the right prospects at the right time, we’re fueling deeper engagement and faster funnel movement.
Ready to elevate your marketing strategy? Let’s talk about how we can help you achieve results like these.
