For 17 years, a pioneering cloud storage and file-sharing platform has helped millions of people work better together. With 700 million users worldwide and 575,000 teams relying on their technology, they have more than proven themselves in the market.
But in late 2023, the company was ready to expand their focus to business customers. This shift meant telling a new story about their growing suite of features — and developing marketing content that would resonate with B2B decision-makers.
When a former Horizon Peak Consulting (HPC) client joined the company’s marketing team, she knew exactly who to call to help the company deal with their problem. The team needed fresh thinking about B2B content, and she had seen firsthand how HPC could deliver.
Marketing team faces content hurdles during B2B push
The marketing leaders faced two challenges: shifting their focus toward B2B and enterprise customers while managing a growing portfolio of new features and capabilities.
Their existing marketing content followed predictable patterns that worked well for their broad user base, but wouldn’t capture the attention of business decision-makers.
Recent acquisitions and new product launches had added digital tools, collaborative features and other business-focused capabilities to their platform. The content team needed to include these seemingly disparate pieces under a unified brand. But with their internal resources focused on larger strategic projects, they struggled to produce the steady stream of high-quality, short-form content needed to support these initiatives.
The team had strong agency partnerships for design and video work, but lacked dedicated support for copywriting. Content managers found themselves trying to keep up with writing landing pages and email campaigns while juggling other priorities. They needed a content partner who could think creatively about B2B messaging, adapt to changing needs as their story developed and maintain consistently high quality across different types of content.
Most importantly, the company wanted to move beyond standard, undifferentiated B2B marketing language. Their content needed to engage business audiences — so they needed a flexible agency who could create fresh, compelling copy.
Delivering essential marketing content
After a successful pilot project, HPC moved into an ongoing role supporting the marketing team’s content needs.
HPC created short-form content for multiple marketing programs: landing pages that showcased new features, email nurture sequences that spoke to business audiences, and other campaign materials. The also team developed content across client initiatives, from product launch announcements to new acquisition campaigns.
Beyond creating content, HPC worked closely with the content manager to establish new processes for gathering and consolidating feedback during revisions. This systematic approach helped streamline the review cycle while maintaining quality standards.
Fresh B2B content meets high standards
HPC’s ability to write clever, engaging content that moved beyond traditional B2B language impressed the content manager, who was known for exacting standards. Whether creating landing pages for new features or developing partner campaign materials, HPC delivered content that spoke to business audiences without falling into the same old, stale B2B copy territory.
The HPC team also consistently delivered projects ahead of deadline, giving the internal team breathing room and confidence in HPC’s reliability.
The process improvements brought new efficiency to the marketing team’s operations. Improved feedback and review systems meant faster turnaround times and clearer communication between stakeholders — as well as better results.
Horizon Peak helps write the next chapter for B2B tech brands
Every successful technology company reaches a turning point with their story. For some, it’s when they realize their individual users love them, but business buyers need to hear something different.
And when a company also adds new features and capabilities, marketing teams face a tricky balance — speaking to more complex decision-making teams without losing the distinctive voice that made the brand successful.
This client needed a content partner who could think creatively about B2B messaging while maintaining consistent quality across multiple initiatives. HPC’s experience with technology companies and talent for clever, engaging copy proved to be exactly what they were looking for.
Is your marketing team looking for fresh ways to tell your B2B story and drive higher engagement and more sales? Schedule a call with Jessica Mehring to explore how Horizon Peak can bring new energy to your content.