Totango
Customer-led growth transformation
Client:
Type:
GTM
Year:
2025
At a glance:
Consolidated nurture and campaign execution into a single, unified system
Increased response rates through modern ad formats and targeted lifecycle programs
Improved webinar performance and follow-up conversion with standardized promotion + nurture flows
Project Description
The Ask
Totango and Catalyst—two established Customer Success platforms—were merging into one. That meant more than combining logos. Years of fragmented campaigns, nurture streams, and messaging across both products needed to become a single GTM motion, at the exact moment the category itself was shifting toward customer-led growth. The brand needed a new engine, not a patch job.
The Work
We rebuilt both companies' email nurture programs around a single customer-led growth model, replacing years of divergent messaging with one coherent lifecycle strategy. To drive demand behind the newly unified platform, we launched integrated programs across paid media, five webinars, and virtual happy hours—then introduced ad formats built for how buyers actually research software today: LinkedIn conversational and asset ads, G2 reviews and landing pages, and newsletter placements on Growthcurve.io and Inside.com.
