What did Semrush do? Semrush changed the B2B paradigm by launching a brand-building campaign that broke records
At Semrush we believe that traditional B2B marketing has become outdated.
"We aren't looking to limit our efforts to what is typically considered to be B2B marketing," Says Semrush CMO Andrew Warden. "Consumer brands generally speak to us as individuals. B2B and tech companies... They don't perform that way," adds Olga Andrienko, Semrush's VP of Brand Marketing. "
To find out more about how Semrush is breaking through the B2B shackle we asked them provide us with a deeper dive into the " My Life, My Terms" campaign.
Find out more about the episode's most important takeaways or watch the whole conversation on YouTube.
| Project name | "My Life, My Terms" | Semrush |
| Stakeholders | Andrew Warden, CMO Olga Andrienko and VP of Brand |
| Objectives of the campaign |
Instead of anchoring campaigns around advantages and features of the product, the Semrush group wanted to drive the number of new users who sign up through challenging the norms of B2B marketing by acting more like an established brand for consumers.
By featuring Gaby who is a New York-based SEO expert who DJs during the late at night, the campaign highlights the ways that Semrush simplifies her workday and allows her to continue living a full life after the hours. |
| Goals |
- Increase new user monthly recurring revenue (MRR)
- Boost payments metrics - Increase social media engagement • Improve conversion from paid to trial |
| Timeline | The entire campaign lasted about two and a half years, from meeting Gaby to launch, for the execution. |
| Resources |
With a combination of talent from within and external agency assistance, Semrush produced roughly 400 items, including:
- 3 main campaign videos Full interview video with Gaby - Landing pages Retargeting ads Memes and Memes - Banners Alongside this it was also internationalized with translations into 7 different languages. |
| Key lessons |
- Customers are everywhere, just be sure to look!
- Boost creativity within the company whenever it is possible Brand content is a powerful driver for the real economy (even in B2B) |