Mabbly Case - Workiva

Workiva Evergreen Campaign

Redefining B2B marketing by prioritizing customer ‘cares’ and achieving over 120% growth in qualified leads and opportunities.

The Ask

Build a multi-channel campaign to deliver qualified leads.

Services

RESULTS WORTH CELEBRATING

+122%

Sales Accepted Leads (SALs)

$1.2M+

In Closed Won Deals

+167%

Qualified Opportunities

THE CHALLENGE

Workiva realized the typical approach of persona-based marketing failed to resonate with their diverse audience. To drive engagement and conversion, Workiva needed a marketing approach that focused on solving specific customer challenges, like compliance and sustainability reporting, rather than relying on generic job titles. This messaging also had to connect emotionally, bridging the gap between awareness and trust to generate quality leads.

The NEED

Shift messaging from job titles to customer challenges to create deeper audience connections.
Build trust through tailored, persona-specific content that directly addresses audience pain points.
Execute a multi-channel strategy for consistent engagement across platforms like LinkedIn, Google Ads, and YouTube.
Continuously optimize campaign performance with monthly adjustments, A/B testing, and data-driven refinements to maximize ROI and audience impact.

THE COLLABORATION

Our partnership with Workiva started by establishing the key pain points and challenges of their clientele, ranging from industry stumbling blocks to specific role-based challenges. We then crafted a framework of messaging territories to act as our reference guide for all asset creation, tweaking it along the way as we observed what messages resonated. Throughout the entire partnership, we prioritized constant communication and assured alignment to deliver consistent, impactful results to drive measureable success.

“We’ve increased our organic site traffic by 20%, and Mabbly has directly supported this growth. Apart from that, our conversions for high-intent customers have increased by 42% year-over-year.”
Sonya Hansen, Senior Director of Demand Gen, Workiva

OUR IMPACTFUL SOLUTION

Refocusing Workiva’s Evergreen Campaign on a “chairs to cares” strategy. This required transitioning from persona-based targeting to challenge-focused messaging. By aligning content with audience needs, we fostered trust, deeper engagement, and a stronger connection to Workiva’s solutions. Key elements included:

Zero-Click Content: To be a trusted expert, you can’t withhold your wisdom. We created educational materials designed to build trust without immediate conversion pressure.
Sequential Messaging: We developed a progressive narrative across ads within territories, starting with customer challenges and leading to solution-based messaging.
Iterative Optimization: Our weekly performance reviews, monthly optimizations, and A/B testing refined campaigns and boosted ROI.