From Content to Community

Situation: Greenlight Guru is a quality management software provider in the medical device industry. As an early-adopter of inbound and content marketing, they built an excellent brand and reputation among early-stage medical device startups. As they grew, they needed to both operationalize their inbound playbook and discover new ways for them to engage new audiences upmarket. 

Solution: Step number one was improving operational efficiency across webinars, blogs, podcasts, and social media. These efforts all needed to feed one another instead of competing for shared resources. This was simple workflow management and project planning work, but it made a huge impact in improving the team’s effectiveness. From there, we launched several key initiatives designed to move our brand upmarket.

Execution: Over the course of one year, we launched three key initiatives designed to deepen our engagement with our market beyond free content. We began by launching an online academy featuring both free and paid courses. In addition to driving new revenue, this helped us get in front of more contacts within each account in our system as people forwarded courses to colleagues. From there, we launched an online community designed to be a safe space for quality managers to connect and share their struggles. Finally, we launched our first ever owned conference, True Quality 2022. This 300-person event in San Diego was the capstone event in our brand push.

Results: Over the course of two years, we saw revenue triple while maintaining an average CAC payback period of under 12 months. We also successfully navigated the COVID transition without losing headcount to the great resignation. I’m proud that we built a happy, thriving remote-first team with the company's highest retention and employee feedback scores.